E-commerce supply chain specialist Tigers has launched a flagship e-store for performance air filter manufacturer K&N Engineering on online marketplace Tmall to support the US company to enter the Chinese market.

Accoding to Tigers, it will now manage and operate the service to build up K&N Engineering’s omni-channel sales capabilities. It will also provide content creation, product content optimization and customer service, and will identify and engage with target audiences through marketing and promotion.

Tigers handles K&N Engineering’s freight forwarding from the USA to China, as well as e-commerce fulfilment from its warehouse in Shanghai.

“China is the largest e-commerce market in the world, with over 380 million online shoppers, and it is predicted that within the next 10 years over 50% of China’s purchases will be conducted online,” said Paul Huang, managing director of China at Tigers. “With this e-commerce service, Tigers can help brands, such as K&N Engineering, develop channels to explore new markets, optimize input costs and improve market share and operation performance, without having to worry about language, personnel setup, or legal representation. We handled the setup and design of the K&N Engineering store on Tmall and will develop bespoke marketing strategies to promote the products through campaign management, promotions and special offers, performance analysis and customer service.”

K&N Engineering is based in Riverside, California, and manufactures washable performance air filters and air intake systems. K&N sells over 5,000 products designed for cars, trucks, motorcycles, engines and industrial applications in more than 30 countries.

“We launched the Tmall project to increase K&N Engineering’s presence in China, and to create a streamlined purchasing experience for Chinese customers,” said Billy Su, China sales manager at K&N Engineering. “Tigers’ e-commerce track record was put to expert use to develop our new Tmall shop, and to develop a sales strategy and marketing and online customer service solutions. We are expanding in China thanks to Tigers’ experience in supporting brands to enter the regional market.”

Tigers operates 16 offices and facilities in China, supporting customers in industries including automotive, fashion, outdoor and active lifestyle, healthcare, technology, wine and perishables.