German retail chain Metro has teamed up with Alibaba to offer a range of German products to Chinese consumers.
Metro is Germany's largest retailer and already has more than 80 wholesale Metro Cash & Carry stores in China. This new partnership will allow it to branch out into e-commerce in the region. The company will sell private labels as well as supplier brands from Germany through Alibaba's Tmall platform.
The partnership is set to cover a range of consumer goods, including products from Real Cosmetics as well as food produce. An initial 100 products will be available through the site, with more set to be added in future.
Olaf Koch, Chairman of the Management Board of Metro, said in a statement: "We are pleased to enter this remarkable partnership with Alibaba Group. E-commerce is one of our strategic growth drivers in China. Opening the flagship store in 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."
The companies have also agreed to explore omni-channel and comprehensive collaboration opportunities in global sourcing, supply chain and market insights. Metro will support Alibaba in the establishment of the Germany Pavilion on Tmall by introducing German products from small to medium-sized brands to the Chinese market.
