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Real Madrid ,Tmall Global tie up for Chinese consumers
Jul '15
One of the world's greatest football clubs, Real Madrid and Tmall Global, an overseas platform and an extension of Alibaba Group's B2C Tmall.com business in China, have announced the launch of the official online Real Madrid store for consumers in China, Tmall Global said in a press release.

This strategic partnership will allow consumers in China to enjoy a selection of Real's merchandise including official player jerseys, club apparel for men, women, and children, and club memorabilia.

The Real Madrid online store is another example of Alibaba Group's strategy to bring premium foreign brands and products directly to Chinese consumers. Fans of Real Madrid can now directly purchase their favourite and genuine Real Madrid merchandise on the club's Tmall Global online store.

The partnership launch ceremony held in Guangzhou on July 26 was attended by Jeff Zhang, president of Alibaba Group's China retail marketplaces, Florentino Perez, president of Real Madrid, and the team's first string players. Widely regarded as the most valuable sports club in the world, Real Madrid will work together with Tmall Global to develop their business within China targeted at Chinese consumers.

Jeff Zhang said: “Real Madrid and Tmall Global will work together to promote the exciting world of international sport to the Chinese market. As part of our Tmall Global strategy, Alibaba is committed to bringing new cultural experiences and brands on to our China retail marketplaces and we will continue to work with European brands and municipalities to bring the world to Chinese consumers.”

Florentino Perez said: “The best club in the world, Real Madrid, is establishing a strategic alliance with Alibaba's Tmall Global platform. Initiating this new path is an honour for us, and without a doubt, teams us up with the global player and absolute leader in global ecommerce. This strategic alliance allows us to launch the official Real Madrid store in China for more than 600 million consumers online.”

The official Real Madrid store on Tmall Global offers a unique player fitting room interactive function so fans can choose outfits and products from their favourite players. In addition, the sports club also has a broad range of lifestyle merchandise from mouse pad and lunch box packs to embrace a complete lifestyle selection for fans to choose from. In the future, Tmall Global and Real Madrid will have special edition or exclusive products targeted for Chinese consumers, the release said. (SH)

Fibre2Fashion News Desk – India

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