Aldi launches Tmall store in China, appoints Ogilvy & Mather

Aldi expands into China with digital store

German discount supermarket chain Aldi has launched a flagship digital store in China, marking the brand’s entrance into the market.

Aldi unveiled the brand’s first digital store on Alibaba-owned Tmall Global this week with a soft launch. The brand will host a 'grand opening' launch event in late April.

Aldi China will sell the brand’s private-label goods including breakfast foods, snacks and wine. The launch aims to take advantage of the growing interest by Chinese customers for products that are made in Germany.

Christoph Schwaiger, CEO of Aldi China, said in a statement, "For decades Aldi's own brands have enjoyed the reputation of providing excellent value for money. We are convinced that Chinese customers are also very interested in the quality and the reasonable prices we can offer them."

Aldi has appointed Ogilvy & Mather Shanghai to manage its entry into the China market.

Ogilvy will be tasked with creating Aldi's brand strategy as well as developing an integrated launch campaign and brand communications including advertising and PR activity.

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