Alibaba Group Holding has entered into a strategic partnership with China’s Bailian Group, in the e-commerce giant’s latest tie-up with a traditional brick-and-mortar retailer.
“The companies will leverage the power of big data to achieve integration between offline stores, merchandise, logistics and payment tools with the ultimate aim of elevating efficiency and overall consumer experience,” Alibaba said on Monday, the Wall Street Journal reports.
The companies didn’t disclose the terms of the deal.
Bailian Group, which is based in Shanghai, operates more than 4,700 supermarkets, convenience stores and department stores across China.
Analysts say both sides stand to gain from the partnership.
Alibaba can gain access to Bailian’s customers at a time when the online retailer’s own growth is slowing.
The e-commerce group will put its Alipay mobile-payment system in Bailian’s stores, helping it expand its influence in China’s online-payment race.
Bailian, meanwhile, can use access to Alibaba’s technology, including its wealth of customer insight and e-commerce know-how, to expand online, analyst Lei Yang of CIMB Group told the Journal.
The announcement is one of a series of recent initiatives by Alibaba to move beyond its Tmall and Taobao online retailing services.
As part of this push, Aliba announced earlier this year that it will team up with the founder of China’s Intime Retail (Group) to take the Hong Kong-listed department-store operator private.
The online retailer also has a stake in Suning Commerce Group, a large Chinese electronics retail chain, and has experimented with store pickups of e-commerce purchases, the report noted.
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