Fitbit will retail its product offerings on Alibaba Tmall.
Fitbit Inc. has finally succeeded in signing a memorandum of understanding with the Alibaba Group Holding Ltd. so that it can increase its presence in the Chinese industry. As per the agreement, the manufacturer of the one of a kind fitness gadget desires to establish its presence on the company’s Tmall.com as a core retailer. It is also said that the platform will become the company’s core brand partners.
The diversified portfolio of Fitbit with its smart devices will assist the users in China to keep track of their fitness regime and sleep along with managing a healthy lifestyle. Tmall will also assist the company in becoming one of the ten global brands on it site in terms of the electronic category assisting them in attaining 10 million fans in the Asian market.
According to Hao Li, the General Manager of 3Cs Business Segment at Alibaba Group, “Alibaba is the gateway to China for international brands seeking to access one of the world’s largest consumer markets, and we are pleased to announce this partnership to provide Chinese consumers greater access to Fitbit products.”
The executive further explained that there has been a substantial interest in the personal health and fitness in the Chinese market. This has eventually led to the need for fitness gadgets like Fitbit. The company is looking forward to make use of the leadership of Fitbit in the fitness and connected health industry so that they can link their users with the increasing fitness and connected health domain since the trend has gained significant popularity.
Fitbit on the other hand is extremely optimistic about the venture as well. By collaborating with Alibaba’s Tmall, the company has the power to reach out to millions of consumers in the Chinese market. The Chinese market itself has immense potential and they are now looking forward to coming up with Alta devices and high end Fitbit Blaze via Tmall.
Tmall.com has also vouched to come up with a Fitbit Super Brand Day on May 18 so that it can generate a promotional campaign and market the aforementioned gadgets in the region. This is the first time in the company’s history that it will come up with a Super Brand Day for a health and fitness trackers allowing the Chinese consumers to get access to the device via Tmall.com mobile app and portal. The event will also allow the company to get a lot of exposure in the Chinese market and will also strengthen its brand image and bolster the awareness of the category in the region.
Hence, the collaboration between the largest E-commerce giant in China and Fitbit is a major breakthrough which will churn out positive outcomes for the company. Apple is struggling with its smart watch and China is a big market to capitalize on. If Fitbit gets successful in China, then Apple might stumble further. Moreover, BABA is assisting the wearable tech manufacture by hosting a grand event which will give them the marketing boost they require now.
