Real Madrid launches its online store on Alibaba’s Tmall

Real Madrid and Tmall Global, an overseas platform and an extension of Alibaba Group's B2C Tmall.com business in China, have announced the launch of the official online Real Madrid store for consumers in China.

Spanish football club Real Madrid have struck a deal to sell merchandise and branded apparel online via the Chinese platform Alibaba, the club confirmed on Sunday.

"We have strengthened still more our bond with the country through this agreement with Alibaba, a globally recognised leader in online commerce," Real president Florentino Perez said on the club website.

The deal, which price remains undisclosed, "allows us to launch the official Real Madrid shop in China for over 600 million Chinese consumers online," further explained Real Madrid.

This strategic partnership will allow consumers in China to enjoy a selection of Real's merchandise including official player jerseys, club apparel for men, women, and children, and club memorabilia.

Jeff Zhang, president of Alibaba Group's China retail marketplaces, said: “Real Madrid and Tmall Global will work together to promote the exciting world of international sport to the Chinese market. As part of our Tmall Global strategy, Alibaba is committed to bringing new cultural experiences and brands on to our China retail marketplaces and we will continue to work with European brands and municipalities to bring the world to Chinese consumers.”

Equally satisfied with the deal, Florentino Perez explained that “The best club in the world, Real Madrid, is establishing a strategic alliance with Alibaba's Tmall Global platform. Initiating this new path is an honour for us, and without a doubt, teams us up with the global player and absolute leader in global ecommerce. This strategic alliance allows us to launch the official Real Madrid store in China for more than 600 million consumers online.”

As revealed by both companies, the official Real Madrid store on Tmall Global offers a unique player fitting room interactive function so fans can choose outfits and products from their favourite players.

In the future, Tmall Global and Real Madrid will have special edition or exclusive products targeted for Chinese consumers, advanced Reuters.