Chinese e-commerce company JD.com (JD) announced on Monday that it is now selling Calvin Klein, part of Phillips-Van Heusen (PVH) , on its marketplace, following the recent addition of Under Armour (UA) .
While the brands will not be on JD.com exclusively, the deals are still significant for the company as it battles against Alibaba (BABA) , its biggest rival, to attract more international sellers. The hope is that having more international products on its site will give Chinese consumers more reason to shop on the site.
In June, Alibaba's Jack Ma came to the United States to meet with brands and sellers and convince them to sell on Alibaba. The following month, JD.com launched a U.S. Mall to host American products on a specific platform.
"It's safe to say that they both want the same thing -- [to feed] this hunger for Chinese consumers to consume big Western brands," Wedbush analyst Gil Luria said in an interview at the time.
That's why the two companies are fighting so hard to get brands such as Under Armour on board, hoping they will give them a leg up on the other.
The other benefit to getting big international brands on their platforms stems from the high concerns around counterfeit. China in particular has a lot of issues with counterfeit goods in the e-commerce world, so if a Chinese consumer can be sure the product he or she is buying online is from Calvin Klein, that counts for a lot.