Mars Unwraps Partnership with Alibaba for China

Mars Alibaba

All Mars brands in China including Dove, Snickers, M&M’s, Extra, Pedigree, and Royal Canin will be available via Alibaba’s platforms.

Mars has inked an innovative global strategic business partnership with online and mobile commerce giant, Alibaba Group. Leveraging its ecosystem, the food manufacturer will establish an integrated online and offline business model to more effectively serve its hundreds of millions of consumers in China.

In conjunction with the alliance, all of the candy-maker’s brands in said market, including six brands worth over $1 billion dollars each—Dove, Snickers, M&M’s, Extra, Pedigree, and Royal Canin—will be available across each of Alibaba’s platforms including Tmall and Rural Taobao.

Both companies are also working to create an e-commerce food safety programme which benefits consumers and the broader consumer goods industry. Customers are expected to enjoy a one-stop shopping experience. Meanwhile, said portfolios are now also available to consumers online.

Additionally, Alibaba’s marketing services, media properties, mobile reach, big data, and consumer insights are expected to be leveraged to directly engage with shoppers. The network’s supply chain management and logistics network will also help expand the food giant’s efficiency and reach.

Mars is committed to leading the country’s food retail market with a focus on quality and innovation. Moving forward, the marque aims to strengthen collaboration with e-commerce platforms worldwide to embed internet thinking into product research and development, sales, marketing and other relevant functions.

“China’s younger generation is the new driving force of consumption. They rely on e-commerce and place great value on the trustworthiness of the companies behind their brands and products. This relationship demonstrates our principles of quality and mutuality,” said Cecilia Li, VP and Managing Director of Wrigley China.