Can electrical products also be purchased online?

E-commerce is significantly changing people’s consumption patterns. In the past, purchasing a decorative switch or socket required days of browsing hardware shops and building material stores. But now, even wind power plants in the Northwest Gobi looking for low voltage ride-through contactors can purchase them online—saving time, energy and money.

Beijing, February 18, 2014 -- As the leading global enterprise in power and automation technology, ABB opened its flagship stores at Tmall (formerly Taobao mall) and Alibaba a few years ago. At the recently held Alibaba Industrial Product Supplier Conference 2013, ABB was awarded “The Best Branded Cooperative Store of Alibaba 2013” and was also the only store to receive such honor.


With over a century of electrical experience, ABB is now selling quality power distribution products for the home direct-to-consumers through its Tmall flagship store, including the more user-friendly five-hole socket and LED corner lamp with infrared detection. And ABB's flagship store at Alibaba focuses on “industrial consumer goods” and caters to professional users, providing various types of medium and low voltage electrical products, such as the controllable contactors, diversified breakers and handy industrial plugs and sockets. ABB’s technical experts are available for both online stores to provide guidance so that consumers make the proper choice—ensuring safe power consumption for all families and industries.

ABB’s e-commerce trial shows initial success

In October 2010, ABB officially launched its online flagship store on Taobao, showcasing ABB low voltage products, and became one of the first companies in China’s electrical industry to make an attempt at e-commerce. Through the platform, ABB provides consumers with seven types of electrical products, including switches, sockets, miniature circuit breakers, residual current devices, enclosures, relays and pilot devices.

In February 2012, ABB opened an official flagship store on Alibaba and entered the Alibaba industrial brand mall later that year. The whole series of ABB low voltage products and some of the medium voltage products—7,200 different products in all—successively went on sale, including control, line protection and power quality products; electrical wiring accessories and wiring products; and intelligent building control systems and door entry systems, among others. The products are broadly applicable to the power distribution systems of industrial, commercial and residential buildings, as well as various types of automation installations, and large-scale infrastructures. The user is able to browse the details and technical parameters of various types of products in the store, make type comparison or request a free trial.

Reliable product quality and wholehearted service are wining more and more customers for the ABB flagship store. In 2013, the yearly sales volume of ABB flagship stores at Taobao and Alibaba increased by more than five times that of the previous year.

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In 2013, ABB actively expanded the e-commerce business through various large-scale promotion activities on the Alibaba platform, carrying out an all-round strategic cooperation with Alibaba in establishing network channels and system interconnection and working out a creative sales scheme. It successfully supported the global network launch of Thomas & Betts products and the ABB Brand Week integrated marketing campaign, guiding industry toward a more innovative commercial model. In 2014, ABB will launch a network distributor recruitment plan and strengthen cooperation with Alibaba to create new areas for business growth.

Alibaba is the leading global B2B e-commerce platform, collecting massive amounts commercial information and providing a convenient and safe online trade market and enterprise communication platform. The number of online commodities, number of registered members and amount of web traffic steadily top the commercial website rankings. The industrial brand mall is the first online purchase platform for industrial brand product in the world and was established by Alibaba through much effort. It covers 12 major categories of industrial commodities, gathers nearly 1000 famous domestic and foreign brands and has more than 12,000 branded original manufacturers and licensees.

ABB ( is a leader in power and automation technologies that enable utility and industry customers to improve their performance while lowering environmental impact. The ABB Group of companies operates in around 100 countries and employs about 150,000 people. ABB has a full range of business activities in China, including R&D, manufacturing, sales and services, with nearly 19,000 employees, 36 local companies, and an extensive sales and service network across 90 cities.

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