Fitbit (NYSE:FIT) expanded its market of the Fitbit Blaze and Fitbit Alta devices, now making them available to users in China.
To celebrate the launch and encourage health and well-being across China, Fitbit and Alibaba organized a health and fitness event May 18, 2016 as part of a joint new ‘China is Getting Fit’ focus. In addition, to extend the new Fitbit devices to millions of Chinese consumers, Alibaba’s Tmall.com, China’s largest third-party platform for brands and retailers, is hosting a Fitbit Super Brand Day.
“We’ve received positive response around the globe for Fitbit Blaze and Alta, and we’re excited to bring these new products to China. As our most motivating and stylish devices, they are perfect for anyone who is looking to lead a healthier lifestyle or who is already exercising regularly,” said James Park, Fitbit Co-Founder and CEO. “Alibaba is the perfect partner to help us expand our reach to millions more Chinese consumers and show how Fitbit can help them take small steps to be more active, exercise more and sleep better, which can lead to improvements in overall well-being.”
To commemorate the launch, Park joined Alibaba Partner and Chief Risk Officer Zhenfei Liu and President of Tmall Consumer Electronics and Home Appliances Jing Yin at Alibaba’s Hangzou headquarters to kick off a new health and fitness focus, ‘China is Getting Fit.’ More than 500 Alibaba employees participated in a coordinated group workout including plank holds, in preparation for a joint Fitbit and Alibaba attempt to break a Guinness World Records fitness record.
“With the increasing importance being placed on personal wellness in China, Alibaba is committed to driving a greater health and fitness culture across our own company, as well as throughout China,” said Yin. “Alibaba is the gateway to China for international brands and retailers seeking to reach Chinese customers directly. We’re thrilled to work with an innovative brand like Fitbit to foster a large and growing Chinese consumer class who are interested in living a healthy and more active lifestyle.”
Fitbit Blaze and Alta are the latest additions to the Fitbit product family, each shipping a million units in the first month of availability, the company estimated. The new devices are also now broadly available at leading retail and online stores across China.
