Swedish H&M has opened a web shop on Chinese platform Tmall. The company has been through a difficult year with a turnover drop, and the cooperation with Alibaba's platform is a first step following its new strategy that focuses more on online sales.
Other brands coming as well
H&M has been active in China since 2007 and Chinese customers have been able to visit hm.com since 2014. From now on, H&M and H&M Home collections are also available on Alibaba’s Tmall platform. One of the Swedish group’s other brands, Monki, has been on the platform for a while already.
“We are very happy to extend our collaboration with Alibaba by launching H&M and H&M Home on Tmall. Starting today, the launch on Tmall will allow H&M to be even more accessible for customers in Mainland China by complementing our existing physical stores and digital store”, H&M Greater China country manager, Magnus Olsson, said. There are also talks about bringing H&M Group’s other brands to Tmall.
The web shop will instantly showcase 10,000 different products, including several Tmall exclusive items. Those were created in collaboration with famous Chinese group TF Boys’ Wang Yuan.