Billionaire Richard Liu has further opened Australian food producers to the massive Chinese consumer market, launching an “Australia Mall” channel on China’s biggest online trading platform, JD.com.

The 40-year-old Mr Liu, China’s 11th-richest man, was in Melbourne launching the new platform and announcing a deal with Treasury Wines to use the system, under which a2 milk is already sold.

“We believe it’s important to market the country first and then its product and we want to promote Australia as a very clean, very natural and very beautiful country,” he told The Australian.

“We also want to make Chinese people aware of how straight and stringent Australian regulations are in regards to food safety and security.”

Mr Liu said the platform would focus on food and cosmetics in Australia but also healthcare, sports, shoes, baby goods and others. A deal with Australia Post was also announced today.

JD, which is a $US46 billion company listed on the Nasdaq, has 100 million Chinese users and is the world’s third-biggest online trading platform, meaning there are big opportunities for local companies that team up with JD.