Dedicated Colart Website Launches in China

In the past, Colart did not have an official Chinese website. Meanwhile, Chinese brand websites have not been updated for many years and are no longer accessible.

This is the statement made by our Commercial Director for China, Jim Yang. This led to a six-month project that involved the global collaboration of people and teams that eventuated in the launch of the new Colart China website. You can view the new site through this URL https://www.colart.com.cn/cn/ or by clicking here. 

We asked Jim a series of questions to understand why this happened, who was involved and what are the benefits. Find out the answers to these questions below.

Why was the website created?

In the past, Colart did not have an official Chinese website. Meanwhile, Chinese brand websites have not been updated for many years and are no longer accessible. Chinese visitors often encounter language and technical problems when accessing foreign websites. The above reasons make it difficult for Chinese consumers and business partners to understand the complete picture of  the Colart group and the heritage of Colart's brands. 

As part of the company's digitalization, Team China decided to develop and launch an integrated homesite consisting of an official corporate website and brand website pages, enabling Colart to have a direct web window for Chinese visitors. This integrated homesite is launched with an MVP approach. This efficient way to manage development investment leaves room for future function expansion. 

The project has been a global collaboration.  Who was involved?

The website was collectively developed by China CBU and MBU, with technical support from the Group IT infrastructure and development team. The marketing and E-commerce teams from China CBU managed to localize the Group branding context and develop local content for category web pages, and build up linkages between homesite and existing E-commerce platforms. HR and IT teams from CTAM also actively participated in web page development and content creation from the MBU side.

The Steering committee led by Group IT, commercial and HR effectively facilitated the project's progress. Special thanks shall go to Matt Panyor and Coofucoo Zhang, who contributed outstanding coordination and indispensable expertise to this project.

What will the benefits be in having a Chinese focused website?

Through this website, Chinese visitors can learn about the history and development of Colart and CTAM, as well as our brand's heritage and categories.

They may seek business cooperation opportunities via "contact us" or switch to purchase via "where to buy".

These provide broader touch points and better engagement with Chinese consumers, customers, suppliers and future talent. Also, we believe this homesite will be valuable for improving our "corporate image". This has been diluted in the past because lack of the right platform to deliver it on.

Technically, with direct-to-consumer(D2C) expansion and supporting functions, CTAM could develop D2C E-business in the future. This will be helpful for new brands/product introduction and further improve Colart's competency and agility in China market.

Finally, what key message would you like to tell us?

Many thanks to everyone who worked hard on this project.

Launching this home site is a new milestone in Colart digitalization in China. It opens a new window introducing Colart and CTAM. To begin with the end in mind, the future optimization, development, and promotion of the website need the efforts of everybody.

Thank-you Jim, for your insight and good luck with Phase One of this project.  We look forward to your updates about the rollout of future phases.