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Asia Pacific: Mondelez, Alibaba partner in China

Mondelēz International has launched an e-commerce partnership with online and mobile commerce company Alibaba Group.

The collaboration enables Mondelēz International to further tap into the potential of e-commerce by expanding its reach and deepening its penetration in the Chinese market.

Chinese consumers can now purchase a fuller range of Mondelēz International products, including Oreo, Chips Ahoy!, belVita, Toblerone, Cadbury and Trident, through its flagship store on Alibaba’s Tmall.com platform, China’s largest third-party business-to-consumer e-commerce platform for brands and retailers.

Mondelēz International will also increase its investment in Tmall.com by launching exclusive products to expand consumer reach and accelerate growth, starting with Oreo Colorfilled in May, which was exclusively developed for Tmall.com’s consumers.

Initially piloted in the US in November 2015, Oreo Colorfilled will enable consumers across China to design their very own Oreo packaging.

Under this strategic partnership, the two companies will work closely to further advance Mondelēz International’s business strategy in China by leveraging Alibaba Group’s e-commerce ecosystem.

Key areas of collaboration include consumer insight, cloud computing, branding and advertising solutions, product innovations and expansion of sales and distribution channels.

“This partnership with Alibaba is a significant step toward our goal of generating e-commerce revenues of at least $1 billion by 2020,” said Tim Cofer, chief growth officer, Mondelēz International.

“Snacking is a fast-growing sector for the e-commerce market in China and Alibaba is a powerful partner to help us capture our share of that growth by expanding our distribution channels and improving our brands’ accessibility in both rural and urban Chinese markets.”