After breaking another record with RMB 168.2 billion (more than $25.3 billion) in GMV achieved in 24 hours on Singles’ day, Alibaba is touting its foray into its new retail strategy as it announced today a strategic alliance with Auchan Retail S.A. and Ruentex Group that brings together their online and offline expertise to explore new retail opportunities in China’s food retail sector.

The alliance reflects Alibaba’s “New Retail” vision to leverage its internet-based approach and new technology while working closely with retailer partners to provide a seamless online and offline experience to consumers in China. Building on the strengths of the three partners, the alliance aims to introduce a new shopping experience to China’s 1.3 billion consumers.

With this collaboration, Alibaba is building ties with France, as Auchan Retail S.A or Groupe Auchan S.A. is a French international retail group with a presence in France and 15 countries. In contrast, Alibaba’s arch-rival has been mainly collaborating with US retailer Walmart, as the company acquired Yihaodian in June 2016.

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Eva Yoo

Eva Yoo is Shanghai-based tech writer. Reach her at evayoo@technode.com