Kinofy app opens door to 1 billion Chinese consumers on WeChat

Singaporean brands have been promised access to more than 1 billion Chinese consumers through a new cross-border e-commerce app which runs on the WeChat ecosystem.

Kinofy Group has launched its plug-and-play, cloud-based, platform which is designed to allow international brand owners and small- and medium-sized businesses to sell goods and services in China.   

The platform offers merchants a single view of their business and customers across sales channels and enables them to manage products and inventory, process orders and payments, build customer relationships and leverage WeChat’s analytics and reporting. From a legal perspective, the Kinofy platform enables merchants to export and sell their products seamlessly across different sales channels through an official product registration and importation channel. The platform integrates multiple channels: e-commerce, social selling tools and operational management of product registration, importation, warehousing and logistics, last-mile delivery and overseas-payment settlement into a single platform, allowing brands to enter the Chinese market faster and more efficiently. Kinofy also offers warehousing and logistics solutions at the Ningbo Free Trade Zone (NFTZ) giving businesses infrastructure to reach China’s 613 cities.

Leveraging the platform, brands can accelerate their entry into the fast-growing Chinese market – reducing entry time to three months with official product registration approval.  

Singapore trade and industry minister S Iswaran officially launched the platform to an audience of 300 guests including some of Singapore’s top brand owners.

Kawee Chong, CEO of Kino Biotech Group and co-founder of Kinofy Group, said the opportunity for Singaporean brands in China is immense – and Kinofy being smart, simple and seamless makes market entry frictionless.  

“We are proud to welcome brands like Naturext, Health Domain, Yohmo Tonic, GreenLife, Lipaddict, SkinSoul, SWANZ, Kinohimitsu, Fitwhey and Esthemedica to the Kinofy family and look forward to inviting more of our fellow Singaporean brands to join us on this exciting journey.”


Kinofy is a pre-approved solution supported by the SkillsFuture Singapore grant. The partnership enables local companies to construct digital business channels and grow sales plus revenue through cross border trade. Local small and medium enterprises will enjoy a 70 per cent subsidy for their first year subscription to the Kinofy platform through SkillsFuture Singapore. Training is also provided at 90 per cent subsidy from SkillsFuture Singapore. The Kinofy Group also works extensively with Enterprise Singapore to conduct outreach efforts in markets like the US, Germany, Korea, and Thailand.

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