Confectionary company Mars has started a partnership with the ecommerce giant Alibaba. In what has been called a “strategic collaboration”, the move will make brands such as Dove, Snickers and Wrigley available on all of Alibaba's platforms. Its partnership with Alibaba will expand its efficiency and reach, using the Chinese company's established network. The move comes just after Mars' competitor Mondelez expanded its relationship with Facebook. As both companies move to reap the benefits of the global expansion in ecommerce, Mondelez spokesperson Valerie Moens said that it would be focusing on mobile, with 65% of its budgets aimed at the top Chinese apps WeChat and Weibo. Mars also said that it hoped to attract younger audiences through mobile, who it said “rely more on ecommerce”.
