T2 Tea launches Tmall Global flagship store

Australian tea retailer, T2 Tea, and Tmall Global, a cross-border business to consumer marketplace of Alibaba Group, are joining to open a flagship T2 Tea Tmall Global store to meet growing demand from Chinese customers with an appetite for international brands.

The partnership was announced during a ceremony at T2 Tea’s flagship store, T2 Emporium, attended by Nicole Sparshoot, T2 Global CEO, and Maggie Zhou, Managing Director of Australia and New Zealand for Alibaba Group.

“The opening of T2 Tea’s Tmall Global store reflects the growing diversity in demand for premium Australian products,” Zhou said. “We’re excited to be working with such an iconic Australian brand to help them expand on the success they’ve already seen in Australia.”

T2 Tea’s partnership with Tmall Global aims to bring a premium e-commerce experience to Chinese consumers, with both companies aligned in their strategies to capitalise on cross border e-commerce opportunities.

“It’s T2’s curiosity for taking the ancient tradition of tea culture in China and giving it a modern twist that we think is both intriguing and exciting for the Chinese consumer,” Sparshott said. “For a company that came from humble beginnings in Melbourne, launching on Tmall Global marks a key milestone in our mission to build a generation of tea lovers on every continent.”

A curated range of products will be available via the cross-border e-commerce platform.

T2 Tea, which has more than 100 stores across five markets, first launched in Melbourne more than 20 years ago. With initial success entering Asia, T2 Tea opened its first store in January 2017 and now has four stores in Singapore.

Tmall Global, which enables international brands to sell online directly to Chinese consumers, saw the number of imported product categories on the platform climb nearly 50 pe rcent to 3,700 this year. More than 14,500 international brands from 63 countries and regions sell on Tmall Global. For more than 80 per cent of those brands, their Tmall Global virtual store was their first foray into the China market.

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