Through its TMall Global shopping platform, Alibaba offers its Chinese customers popular international brands. On behalf of Cainiao, the logistics provider of the Chinese trading giant, BorderGuru GmbH is managing the whole logistics cross-border shipping process for European clients looking to sell on the booming Chinese market.

Through its TMall Global marketplace - explicitly targeting the private consumer - original goods from Europe, the US and elsewhere are sold to Chinese customers. At present, about 5,400 international brands from a total of 53 countries are being offered on TMall Global. Items imported from Germany include particularly pharmaceutical products, nutritional supplements, baby products and foods, as well as organically produced children's clothing and luxury items. "The label 'Made in Germany' is still a real sign of quality for many international customers," says Martin Kreiter, responsible for ecommerce Business Development at Hermes and Managing Director of BorderGuru GmbH.  As part of the collaboration with Alibaba's affiliated logistics platform, Cainiao, BorderGuru provides the IT-assisted management of the whole logistics chain between Europe and China - from the pick up at the retailer's warehouse in Europe through to the transfer to the 'last mile' in China.