Fitbit Announces Fitbit Blaze and Fitbit Alta in China

Fitbit

, the leader in the global connected health and fitness market, today announced the availability of Fitbit Blaze™ and Fitbit Alta™ devices in China. To celebrate the launch and encourage health and well-being across China, Fitbit and Alibaba organized a major health and fitness event today 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. This Smart News Release features multimedia. View the full release here: http://www.businesswire.com/news/home/20160518005506/en/ As part of the launch of Fitbit Blaze and Fitbit Alta in China, James Park, Fitbit Co-Founder and CE ... As part of the launch of Fitbit Blaze and Fitbit Alta in China, James Park, Fitbit Co-Founder and CEO, and Zhenfei Liu, Alibaba Partner and Chief Risk Officer, launch new health and fitness focus, 'China is Getting Fit,' at Alibaba's Hangzhou headquarters where more than 500 Alibaba employees participated in a group workout. (Photo: Business Wire) "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, Mr. Park joined Alibaba Partner and Chief Risk Officer Zhenfei Liu and President of Tmall Consumer Electronics and Home Appliances Jing Yin today 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 Mr. 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." Tmall.com's Super Brand Day initiative has become a critical marketing tool for global brands selling into China. On Super Brand Day, Fitbit enjoys premier placement throughout Alibaba's ecosystem from Tmall.com to Taobao.com as one of the most promoted products on the portal and mobile app, with strong traffic directed to Tmall.com's Fitbit page. Alibaba also uses its extensive customer reach to identify a brand's target audience and drive engagement with those customers. By leveraging this unique service, Fitbit joins several top international companies that have held Super Brand Days to further establish and grow their footprints in the all-important China market. 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 new devices are also broadly available at leading retail and online stores across China. A part of the Fitbit platform – consisting of devices, apps, social and motivational features, advice and personalized coaching – these products help people make behavioural changes to be more active, exercise more, eat smarter, track their sleep and manage their weight.