Mars Inc, the company that produces iconic candy bars such as Mars Bars, M&Ms and Maltesers, is the latest global consumer food brand to partner with Alibaba, according to Alizila.
The partnership will see all of Mars’ products be made available through Alibaba’s online marketplaces, Tmall.com and Taobao. In an effort to grow the company’s online presence in China, Mars will also leverage Alibaba’s marketing and data capabilities to drive engagement with local consumers and use Alibaba’s logistics network.
Many of Mars’ products are already selling on Tmall, including Wringley’s flagship online store which launched in 2009. However, this official partnership will give consumers access to an ‘international one-stop shopping experience’ through Alibaba’s platforms directly benefiting China’s rural consumers gaining them access to international products online. Cecilia Li, Vice President and Managing Director of Wringley China comments,
China’s younger generation is the new driving force of consumption, they rely on ecommerce.
Global brands such as Unilever and Hershey’s are also leveraging Alibaba’s various platforms to break into China. Alibaba offers more than just a virtual shelf and instead pairs brands with local logistics services and marketing tailored specifically to Chinese consumers. The nature of these partnerships highlight the importance in finding local partners when global brands enter a foreign market. Alibaba not only facilitates the ecosystem for these brands but also offer an inside ‘know how’.
A version of this appeared in Alizila on June 29. Read the full article here.