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Denmark signs framework agreement with Alibaba Group

12.03.2017  09:22

On Sunday, 12 of March, visiting Danish Minister of Foreign Affairs Anders Samuelsen went to Hangzhou and visited the headquarters of Alibaba Group, where he witnessed the signing of a framework agreement between Alibaba and the Royal Danish Consulate General.

The framework agreement set in motion the launch of the “Danish Pavilion” on one of China’s most popular business-to-consumer platform Tmall Global. The pavilion will have a wide range of top Danish consumer brands exposed to the platform’s hundreds of millions of active consumers.

On the same occasion he participated in the launch of an official Danish Pavilion on the travel service platform Fliggy.

The two pavilions were jointly opened by the Minister and Joseph C. Tsai, Executive Vice-Chairman of Alibaba Group, and the Tmall Global pavilion is already showcasing 21 Danish brands of consumer products including fashion, lifestyle, audio, home, food and beer.

“China is a very promising, but also often a challenging market for many Danish companies. The Chinese consumers have often limited knowledge about Danish products. With the opening of an official Danish pavilion on China’s leading e-commerce marketplace Tmall Global, we hope to draw attention to Danish products. More and more retail sale is today happening online and in China more than anywhere – it is therefore important that the Danish Foreign Ministry also can help Danish companies success in this particular area. I believe the establishment of Danish Pavilions on Tmall Global is a remarkable step in that direction,” said Foreign Minister Anders Samuelsen.

The new Fliggy shop offers general information about places of interest, and other tourist spots provided by VisitDenmark, as well as tour packages. In connection with the Minister’s visit, another cooperation agreement was signed between Fliggy and air-carrier SAS.

“Our cooperation with international tech giants is playing a bigger role, as they increasingly are driving the development globally. Alibaba is way up there and I am extremely happy that we have been able to develop this strong relationship that has already brought about fruitful outcomes, all that we have witnessed today,” added the Minister.

“I am pleased to formalize our efforts with Denmark and open the Denmark Pavilions on Tmall Global and Fliggy, allowing Alibaba to serve Danish businesses of all sizes with direct access to the growing Chinese middle-class market,” commented Joe Tsai, Alibaba Group Executive Vice-Chairman. “Danish design, art and lifestyle are admired all over the world for their sophistication and minimalism, and there is no doubt that Danish products will become even more popular amongst Chinese customers, enticing an ever-growing number of them to want to travel to the country themselves.”

With a view to safeguard the authenticity of the official Danish Pavilion, it was also agreed to intensify the cooperation on fighting against counterfeiting.

There are high expectations surrounding the launch of the pavilions, 21 brands have now decided to participate from the outset, including Arla Foods, Bang & Olufsen, BluePro, Carlsberg, ECCO, Flexa, ONLY, Innovation, Irma, JACK & JONES, Jacob Jensen, Kjeldsens, Kopenhagen Fur, Lars Larsen Watches, Libratone, Moohko, PANDORA, SAS, SELECTED, SKAGEN, and VERO MODA.

However, as the online market in China becomes bigger and bigger, and is bound to reach 20 percent of total retail sales by 2020, it is likely that many more companies will join the official Danish Pavilion in the time to come.

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