Michelman, a manufacturer of metal coatings and other industrial products, has opened an online store on Alibaba's 1688.com to sell into China.

Michelman Inc., a manufacturer of materials used in industrial inks and coatings of metal and wood, is on a mission to expand its sales of what it calls “environmentally friendly” industrial materials worldwide. Its latest move is signing on as a supplier at 1688.com, a business-to-business marketplace for buyers in China.

“One of Michelman’s key strategic initiatives in Asia, and particularly China, is to make our products more visible and more accessible to all customers, regardless of their size,” says Steven Wong, Michelman’s vice president for Asia-Pacific. “With the launch of our Alibaba online store, we are providing all Chinese manufacturers immediate access to our most popular products.” 1688.com is owned by China-based e-commerce giant Alibaba Holdings Ltd., which also operates the global B2B site Alibaba.com and retail sites AliExpress, Taobao and Tmall.

The Michelman online store on 1688.com is designed for viewing on all shopping devices, including smartphones and tablets, Michelman says. It adds that customers have the option to make online payments with Alipay, a PayPal-like online payment service affiliated with Alibaba Holdings.

Michelman is listing in its 1688.com store selections of products from its three business groups: Coatings, Printing & Packaging and Industrial Manufacturing. It sells products under such brands as Michem Emulsion, Michem Guard, Michem Lube, Licomer, Hydrosize, HydraBan, Coating X300, VaporCoat and Michem Wood Release.

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