China’s toy retailer Big Tree Group has launched an online platform to reach a wider customer base.

The new domestic online e-commerce platform – “Afangta” (www.afangta.com) – provides online ordering and product distribution options and the site includes an information exchange for toy consumers, channel partners and manufacturers.

It also features extensive toy catalogues and a full range of features and services including online trading services, bulk purchasing, third-party payment guarantee services through a business cooperation with China Union Pay, quality testing and assurance services, personalised custom product manufacturing services, reputation assessment and a toy chain experience museum.

“E-Commerce is one of the most important sales channels in the modern world, and we believe online trading will become a large driver of future revenue growth. Through our ‘Afangta’ platform, we believe Big Tree will attract more domestic online customers and help our company to build a strong web presence for our customers and supply chain partners,” said Xiuhuan Lin, CEO and chairman of Big Tree Group.