LONDON — ShangPin, the Chinese fast-fashion and luxury e-commerce platform, has inked an agreement aimed at promoting cross-border trade between China and Britain.

It has signed a memorandum of agreement with U.K. Trade & Investment, a government body, and the China-Britain Business Council to take British businesses to China via

ShangPin, which most recently launched Topshop in China, said it will offer its support and expertise to British companies, and undertake British-themed marketing initiatives across its e-commerce platforms.

“Topshop is one of many leading international brands now looking to enter China via online platforms, instead of opting for a traditional bricks-and-mortar presence,” said David Zhao, chief executive of ShangPin.

“Chinese ecommerce and social media marketing is hard for foreign brands to crack, so a local partner is essential. We hope to bring even more British brands into China,” he added.

M. Claire Chung, vice president of international business development for ShangPin, said ShangPin concentrates “on current season fashions…and leverages its celebrity connections and fashion influence network to support its brands.”

Stephen Phillips, China-Britain Business Council ceo, said the agreement will “make it even easier for U.K. companies to access one of China’s most highly-regarded e-commerce platforms.”

The agreement comes at a time when the British government is gearing up for the Great Festival of Creativity that will take place in Shanghai in March.

The festival will showcase the best of British creativity across a variety of sectors including design education, entertainment, fashion, healthcare, luxury, technology.

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