Fashion etailer Asos has launched its standalone Chinese website, Asos.com/cn.

The site aims to offer shoppers a customised experience with pricing in Chinese Yuan Renminbi (RMB), localised fast delivery services and returns, bespoke editorial content, culturally relevant newsletters and tailored social media outlets.

Asos chief executive Nick Robertson said: “China continues to impress us with its steady growth. While the launch will not only help navigate and break down existing barriers but also dramatically improve the Asos experience for our fast growing number of Chinese customers.”

Asos.cn is the eighth territory-specific site launch alongside the US, Australia, France, Germany, Italy, Spain and Russia.

Asos China will have more than 6,000 units in spring 2014 across womens and menswear. It will gradually introduce brands at all levels, with mass-market brands such as American Apparel and Mango, to niche brands such as Cheap Monkey and G Star, and premium brands such as Ted Baker and Sonia by Sonia Rykiel. Up to 100 new lines will be added daily.

Asos China will offer a 365-day delivery service, and a seven-day hotline from 9am to 10pm. It will offer Alipay and cash on delivery.

Asos ships to 237 countries from the UK.

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