China: Mars partners with Alibaba
Leading Chinese e-commerce firm Alibaba and confectionery giant Mars have teamed up to offer online distribution for Mars products in China, enabling consumers to enjoy “a more convenient and international one-stop shopping experience”.
17 Mars brands including M&Ms, Snickers, Dove, Extra, Pedigree and Royal Canin are set to be sold in China on Tmall.com, a business-to-consumer platform for global and local brands, and Ruraltaobao.com, a relatively new platform aiming to turn 600 million rural citizens in China into online shoppers and sellers.
Mars is the latest in a series of global FMCG firms that have partnered with Alibaba to grow sales in China. Among others, swiss giant Nestle announced a partnership in January 2016 to sell 67 brands on the retailer’s e-commerce sites, and UK firm United Biscuits announcing a flagship store for its McVities brand in China at the end of last year.
In a press release, Mars said it would leverage Alibaba’s marketing services, media properties, mobile reach, big data and consumer insights to directly engage with its consumers. Alibaba’s supply chain management and logistics network will also help expand Mars’ efficiency and reach, the company added.
Source: Mars / Forbes