Chinese appliance retailer Gome has opened a virtual store front on Alibaba’s Tmall.

Gome has its owned online website, but plans to increase its online traffic through Alibaba’s platform.

“The Gome virtual storefront on Tmall creates the opportunity to play off of each other’s complementary strengths and could serve to further solidify Tmall’s leading position in the consumer electronics sector as well as allow Gome to gain a competitive edge in the online retail arena,” says Tmall GM Tan Biao.

Besides e-commerce, Gome operates more than 1600 physical stores.

Tmall now has 88 B2C sites on its platform.