The Club has an estimated fanbase of over 170 million in the region, and last year entered a long-term commercial partnership with Asia-Pacific insurance company AIA.
With our following in the region continuing to grow, the Tmall store, which can be found at http://thfc.tmall.com/, is the latest in a line of digital initiatives aimed at further engaging this fanbase.
Earlier this year, the Club launched a Chinese-language website and localised social media platforms for Indonesia, Thailand and Malaysia, bringing fans in that part of the world exclusive content in their native tongue.
Now Tmall, an e-commerce consumer retail platform for businesses, will provide a wide range of products available on its platform in a variety of currencies, including Under Armour replica kit and other official merchandise.
Victoria Howarth, Head of Retail, Tottenham Hotspur, said: “We are delighted to have launched an official online Tmall shop to support the Club’s fast growing Far Eastern fanbase.
“As the Club continues to see fantastic support from fans across the globe, we are working hard to deliver retail experiences that can improve the service and availability of products no matter where they are in the world.
“Having multi-currency and languages on our sites is one of the key initiatives to developing the global reach of our retail business, allowing much easier transactions and access to merchandise for overseas fans.”
Premier League media coverage is now strong across the Asia-Pacific region, with a TV audience of over 1 billion per season and a household reach of over 300 million.
With over 170 million fans across Asia, we are among the top six clubs on the continent in terms of fanbase size, and among the top 12 globally.
Our Far Eastern fan base is active in showing its support, demonstrated by 13 Official Supporters Clubs.
In February 2014, the Club announced that AIA, one of the world's leading providers of insurance services will become its principal global partner, appearing on the front of the Club’s shirts in all competitions, for the next five seasons until 2019.
Club ambassadors such as Ledley King and Ossie Ardiles regularly make visits to AIA's markets, using their unique appeal as legendary Spurs players to support a host of co-branded initiatives including events and appearances for company staff, agents, customers and charitable partners.
Our Global Coaching team deliver elite coaching programs and associated activities to support AIA's key objectives of promoting health and well-being and increased participation in sport in the Asia-Pacific region.