July 6, 2011, 11:43 AM

Wedding products retailer says “ni hao” to a new partner

XO Group, formerly The Knot, wants to launch a wedding-related channel in China.

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Wedding products retailer XO Group Inc., formerly The Knot Inc., is expanding its international reach. The company is partnering with a Chinese online media company, Sina Corp., to launch a wedding planning channel on Sina.com. Sina.com, a news and entertainment portal, reaches about 170 million daily unique visitors and generates about 1.3 billion page views daily, according to the companies.

XO Group launched Ijie.com, which offers content, message boards and vendor directories related to wedding events, for Chinese consumers in November 2010.  XO Group hopes this partnership will help Ijie.com to further reach the estimated $62 billion wedding products market in China, according to the company. 

“News portals are the number one online category that commands the largest share of time spent online for consumers, so our partnership with news and lifestyle portal Sina will enable us to extend the Ijie.com brand to a huge audience of Chinese women,” says David Liu, CEO and co-founder of XO Group,  No. 352 in the Internet Retailer Top 500 Guide. “The strategy at XO Group has always been to align ourselves with best-in-class brands, and a partnership such as this is central to a successful media strategy. We’re thrilled to work with Sina as we achieve our goal of being the number one leader in providing high-value Chinese couples the best information and resources needed to plan their lives together.”

The new section on Sina.com will also provide links back to Ijie.com. While Ijie.com is currently a content-only site, XO is exploring revenue opportunities such as advertising and localized options for e-commerce, according to XO.

In addition to Ijie.com, XO Group operates TheKnot.com, TheNest.com and TheBump.com in the U.S.

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