Tottenham Hotspur China Ecommerce
China Ecommerce
Business Objectives
Tottenham Hotspur was eager to move aggressively into China with a ecommerce store hosted on the largest online retailer in China Tmall. The goal was to align with Mailman and develop a new e-commerce strategy, driven by Mailman’s marketing team and close relationships with fans.
Our Approach
In 2019 Mailman purchased the e-commerce rights from Spurs to launch a fully branded store on Small in July, just ahead of the summer tour. The store will feature over 100 SKU’s and has been closely worked with the core Spurs fan communities.
Results
Mailman is responsible for owning the license and associated fees, marketing, branding and product selection. Mailman has snagged a 3rd party to develop the products, manufacturing and fulfilment on Tmall.