Metro launches on Tmall

German hypermarket retailer Metro has opened a flagship store on Alibaba’s Tmall.com

Metro Group says it has entered into a strategic alliance with Alibaba Group’s Tmall.com platform to offer German goods to Chinese consumers.

And the two companies say they are committed to exploring further collaboration opportunities in sourcing, supply chain and big data.

With more than 80 wholesale markets in operation across China already, Metro says its new cross-border e-shop platform will further tap the potential of the Chinese consumer market.

“The online storefront will sell products of Metro Group’s sales divisions’ private labels as well as supplier brands from Germany. In the first phase, over 100 products in the categories of dairy, canned foods, coffee, and chocolate from Metro Cash & Carry Germany, as well as cosmetics goods from Real are to be offered online,” Metro said in a statement.

The product assortment is planned to be expanded with more food items from Metro Cash & Carry and non-food from Real on the e-shop.

“We are pleased to enter into this remarkable partnership with Alibaba Group,” said Olaf Koch, chairman of the management board of Metro AG.

“eCommerce is one of our strategic growth drivers in China. Opening the flagship store on Tmall Global again shows our clear confidence in the Chinese market, where we possess a solid commercial position and proven track record for high quality and broad assortment.

“This latest innovative platform enables us to deliver more quality imported goods and German brands to the Chinese customers through our competence in global sourcing and supply chain,” said Koch.

The international shipping from Europe to China is performed in advance to ensure sufficient stock is stored in the Shanghai Free Trade Zone warehouses. Chinese customers are thus able to benefit from cross-border delivery directly from the Shanghai Free Trade Zone and fast customs clearance fulfilled by Alibaba Group’s specialized service team.

Daniel Zhang, Alibaba Group CEO, added: “This partnership will encompass collaboration in areas including cross-border e-commerce, logistics, rural eCommerce, online supermarket and online-offline initiatives. Insights provided by Alibaba Group’s Big Data will help Metro Group effectively capture the demand for quality imported products among Chinese consumers.”


The two companies say they also plan to work together to help more European consumer brands establish fast-track solutions for expanding into the Chinese market.

In addition to the new flagship, both companies have agreed to explore omni-channel and comprehensive collaboration opportunities in areas including global sourcing of quality products in different categories, supply chain optimisation and market insights leveraging on big data. For example, Metro Group will support the establishment of the Germany Pavilion on Tmall by introducing high-quality German products from small to medium-sized brands to Chinese consumers.

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