First ever Olympic store launches on Tmall in China

International Olympic Committee launches store for Chinese fans with Alibaba Group.

The International Olympic Committee has teamed with Alibaba Group for the launch of the first ever Olympic store on Tmall.

The new Olympic store will initially be available to Chinese fans on Alibaba’s Tmall – which is China’s largest B2C marketplace for brands and retailers – with additional plans in development to create a global ecommerce platform for fans around the world.

The store has been launched as part of the new IOC global licensing strategy and will offer official products developed as part of three Olympic core licensing collections, aimed at engaging Chinese fans all year round.

The Olympic Games Collection celebrates the upcoming Olympic Games and includes branded products from Tokyo 2020 Games and the Olympic Winter Games Beijing 2022, such as pins, apparel and other memorabilia.

Meanwhile, the Olympic Heritage Collection will feature products that include art and design elements from previous Games editions, such as postcards of historical Olympic posters, connecting fans and connoisseurs with the rich heritage of the Olympic Games. Finally, the Olympic Collection will target a young and active audience through unique branded products, mainly sports equipment and toys.

“The launch of the first Olympic store on Alibaba’s Tmall is an important milestone in our long-term partnership with the IOC,” said Chris Tung, group chief marketing officer at Alibaba. “We look forward to our continued collaboration with the IOC to connect more fans in China and from around the world to the Olympic Movement in the digital era.”

In December 2017, Alibaba Group introduced the official online shop for Beijing 2022 on Tmall to help promote the Games among fans in China.

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