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Alibaba Enters Into Exclusive Agreement to Bring Macy’s to China’s Consumers
Alibaba Group has announced an exclusive agreement with Macy’s to launch an online flagship store exclusively on Tmall to bring the brand to Chinese consumers.
Alibaba Group announced today an exclusive agreement with Macy’s China Limited, a joint venture between Macy’s Inc, iconic fashion retailer and the largest US department store by retail sales, and Hong Kong-based Fung Retailing Limited, a leading retailer in Greater China. Under the agreement, Macy’s China Limited will launch an exclusive online flagship store on Tmall Global providing a wide selection of authentic, high-quality Macy’s merchandise to shoppers in China. This partnership will enable Macy’s brands to reach hundreds of millions of Chinese consumers by leveraging Alibaba’s data-driven ecosystem.
This is a major milestone as Macy’s, through the joint venture, will be the first US department store to join Alibaba’s Tmall Global. With more than 150 years of tradition and heritage, Macy’s is a revered retail institution that has truly embraced the spirit of e-commerce including the effort to merge online and offline commerce. Alibaba continues to help brands to expand their customer reach in providing comprehensive end-to-end solutions to make it easier for brands to sell premium imported goods to China, making this win-win partnership.
As a core element of their go-to-market strategy in China, Macy’s China Limited will launch an exclusive official Macy’s online flagship store on Tmall Global in late 2015. Tmall Global will be the first and only third-party e-commerce platform in China providing apparel, fashion accessories and home products directly from Macy’s to consumers across China.
“Macy’s is one of the most iconic brands in the world and we are honored Macy’s China Limited has chosen us as their exclusive partner to grow their business in China,” said Daniel Zhang, Chief Executive Officer of Alibaba Group. “Macy’s exclusive Tmall Global flagship store is a major win for consumers across China. It reinforces Tmall Global’s status as the premiere solution for brands and retailers in their strategic online presence and direct engagement with customers in China.”
“Millions of Chinese tourists have come to know and love Macy’s when they travel to New York, San Francisco, Chicago and other American destinations,” said Terry J. Lundgren, Chairman and Chief Executive Officer of Macy’s, Inc. “By making Macy’s accessible in China through Alibaba’s Tmall Global, we have an opportunity to deepen our relationship with international customers and to grow sales.”
Fung Retailing’s chairman, Dr. Victor K. Fung, said, “Macy’s is not only a premier retailer in the States but also a frontrunner in omni-channel retailing. With our affiliates, including LF Logistics, we shall be fully supporting the activities of the Macy’s-Fung Retailing joint venture.”
Growing its business internationally is a strategic priority for Alibaba Group because its mission is “to make it easy to do business anywhere”. The increasing number of international agreements and activities over the past several months reflects one element of Alibaba Group’s globalisation strategy as outlined by Chairman Jack Ma in June 2015 – to help brands and companies of all sizes sell their goods to the growing Chinese consumer class.
The move is also in line with Macy’s Inc. strategy in the US this year, which has seen the brand conduct physical store closures and direct a renewed focus on online activity in an effort to meet the changing needs of consumers.