A new Fitbit Alibaba store is to be launched open, a key part of the US connected fitness devices brand to boost its Greater China sales.
Fast becoming the global leader in the connected health and fitness market, Fitbit has opened on Tmall.com, China’s largest third-party platform for brands and retailers, owned by Alibaba Group. It expects the store to “significantly expand” Fitbit’s China reach, introducing the brand to “hundreds of millions of people across the country”.
The Fitbit platform – which consists of devices, apps, social and motivational features, advice and personalised coaching – helps people make behavioural changes to be more active, exercise more, eat smarter, track their sleep and manage their weight.
“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,” said Hao Li, GM of 3Cs Business Unit of Alibaba. “Across China there is a growing interest in personal health, fitness and overall well-being, and we see very strong demand from our customers in these categories – specifically for Fitbit devices. We look forward to leveraging Fitbit’s leadership in the emerging field of connected health and fitness to connect our consumers with the budding national fitness craze.”
Alibaba and Fitbit formalised their intent to enter into a strategic partnership at a signing ceremony at Alibaba’s global headquarters in Hangzhou, China. Tmall will aim to help Fitbit become one of the first 10 global brands within Tmall’s electronics category to achieve 10 million fans in Asia.
To introduce the retail partnership, Tmall.com plans to host a Fitbit Super Brand Day on May 18, to promote Fitbit’s newest devices, Fitbit Blaze and Fitbit Alta in China. This promotion will be Tmall.com’s first Super Brand Day for an activity tracker and will directly reach consumers via the Tmall.com portal and mobile app.
On Super Brand Day, Fitbit will be one of the most promoted products on Tmall.com, with strong traffic directed to Tmall.com’s Fitbit page. Super Brand Day will extend Fitbit’s exposure to millions more Chinese consumers, helping build brand and category awareness across China.
“Since 2014, we’ve seen steady growth in the market as Chinese consumers become more aware of how Fitbit devices enable you to live a more balanced, more active life,” said Woody Scal, chief business officer at Fitbit. “In partnering with Alibaba’s Tmall, we have the opportunity to reach millions of Chinese consumers. We’ve always seen great potential in China.”