When George Paulose immigrated to America, he had 47 cents in his pocket and a dream of starting a successful business. He later founded Emily’s Chocolates out of a garage in Fife, Washington and—with the help of his wife, siblings and other relatives—built the business into a popular brand sold in several US grocery chains and 10 countries. However, he knew he needed to enter China in order to achieve the next level of growth, and he realized that the best way to do that would be to work with Alibaba, the e-commerce leader in China.
In 2016, Emily’s Chocolates partnered with Alibaba’s cross-border e-commerce platform Tmall Global to enter the Chinese market. The brand leveraged Alibaba’s extensive customer insights to optimize its merchandising and develop new products that better appealed to Chinese consumers’ tastes. Since then, the brand has seen steady growth in China and is planning to hire more full-time staff to meet the demand and seize the growth opportunity. For Paulose, reaching consumers in China was another step in realizing his dream of building a global business. Learn more about Emily's Chocolates here.