AC Milan has today launched an official flagship store on Tmall, the largest online retail platform in China.
Through the mobile platform or via the dedicated website, Rossoneri fans will be able to purchase official Club merchandise safely and easily, including items developed with official partners and Hero products, such as the 1996 vintage collection and the 2021/22 Home and Fourth Jersey. Additionally, in line with AC Milan’s innovative nature both on and off the pitch, the collaboration with Tmall will allow the Club to develop products in line with the prevailing consumer habits in the Chinese market, such as the exclusive mono-branded collection already available on AC Milan’s Tmall store.
The official store on Tmall, part of the Alibaba Group, will be the Club’s sixth e-commerce store in China, a testament to AC Milan’s commitment to a country in which the Rossoneri have over 146 million fans. The launch also reflects the growing popularity of the AC Milan brand in the Chinese market, as recently proved by a study conducted by international market research and data analytics YouGov, which found that the Rossoneri are the best-regarded Italian Club in China.
A result achieved thanks to AC Milan’s strong digital and physical presence in the market. The Club in fact, besides having various local fan clubs across the country, is also active on eight Chinese social media platforms, has an international office in Shanghai and runs an international AC Milan Academy project in Shenzhen.
Rodrigo Cipriani Foresio, General Manager at Alibaba Group Southern Europe, said: “I am delighted to welcome AC Milan, one of the world’s most successful and beloved football teams, to our Tmall marketplace. This will bring the many Chinese Rossoneri fans even closer to their favourite team, through a unique shopping experience that takes advantage of the latest digital innovations.”
AC Milan Chief Revenue Officer Casper Stylsvig commented: “By launching this new online store, AC Milan is providing the many Rossoneri fans in China with an exceptional customer experience, one which is becoming increasingly diversified and aligned with their habits and needs.”