The International Olympic Committee (IOC) and Alibaba Group have announced the launch of the first-ever Olympic store on Tmall, China's largest business-to-consumer online retail platform, operated by Alibaba. The Olympic e-store will be initially available to Chinese consumers only, with plans to later create an e-commerce platform available globally. The e-store will offer official products developed as part of three Olympic core licensing collections, including the Olympic Games Collection, the Olympic Heritage Collection, and finally, the Olympic Collection. In January 2017, the IOC and Alibaba jointly announced a long-term partnership through 2028 which made the Chinese group the official “Cloud Services” and “E-Commerce Platform Services” Partner, as well as a Founding Partner of the Olympic Channel. In December 2017, Alibaba Group, in partnership with the Beijing 2022 Organising Committee, introduced the official online shop for the Beijing 2022 Winter Olympics on Tmall.

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