Mars Inc has announced a global strategic business partnership with the Alibaba Group, becoming the latest major player in the retail industry to do so.
The deal will see all of Mars’ brands in China being made available for the first time on Alibaba platforms, including Tmall.com and Rural Taobao. The two sides will also partner to create an e-commerce food safety programme, through a collaboration with Mars’ Global Food Safety Center (GFSC) in China.
Mars will also leverage Alibaba’s marketing services, media properties, mobile reach, big data and consumer insights to directly engage with its consumers. Alibaba’s supply chain management and logistics network will also help expand Mars’ efficiency and reach.
The deal expands on Mars’ previously successful tie-ups with Tmall, such as a marketing campaign on Tmall in April 2016, which saw the confectionery giant achieve the equivalent sales of 2015 in just three days.
Alibaba noted: “Mars is an invaluable addition to our ecosystem, and this collaboration is a significant milestone for Alibaba as we now have established close partnerships with three of the world’s top food and beverage companies. We will continue to enable the digital transformation of our partners to help them leverage our ecosystem of marketplaces and infrastructure of support for brand building, customer management, channel expansion and product innovation.”