Alibaba and Fitbit today formalised their intent to enter into a strategic partnership at a signing ceremony at Alibaba’s global headquarters in Hangzhou, China. As part of this arrangement, Fitbit will establish a major retail presence on Alibaba’s Tmall.com online shopping site as one of Tmall’s key brand partners. Tmall will also aim to help Fitbit become one of the first 10 global brands within Tmall’s electronics category to achieve 10 million fans in Asia.
“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.”
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. Fitbit Blaze and Fitbit Alta join the diverse line of award-winning products from Fitbit including Fitbit Surge™, Fitbit Charge HR™, Fitbit Flex®, Fitbit One® and Fitbit Zip® activity trackers, as well as the Aria® Wi-Fi Smart Scale. The products are part of the Fitbit platform, which empowers people with information, offering a fun and engaging experience, providing insights and guidance for users to get the most out of their trackers and help them reach their health, fitness and wellness goals.
