TECH giant Alibaba Group Holding Ltd. has formed a strategic partnership with Bailian Group Co., extending a push into bricks-and-mortar retail as online growth slows.

    Alibaba’s planning to help upgrade some of Bailian’s 4,700 stores across the country, integrating everything from customer relations to payment and logistics in a manner similar to its tie-ups with other players such as electronics chain Suning Commerce Group Co.

    The online juggernaut that vanquished EBay and Amazon in China has set its sights on using its data and technology to transform the US$4 trillion world of domestic brick-and-mortar retail.

    In its biggest old-economy deal, Alibaba is leading a bid to buy department store chain Intime Retail Group Co. for as much as US$2.6 billion. Its billionaire co-founder wants to build a network that will allow stores and brands to monitor transactions as they happen, ridding layers of distributors so that retail outlets can place orders online in real time.

    “Our partnership with Bailian is an important milestone in the evolution of Chinese retail, where the distinction between physical and virtual commerce is becoming obsolete,” Daniel Zhang, Alibaba’s chief executive officer, said in a statement.

    Amazon.com Inc. is also keen to demonstrate how technology can transform the age-old shopping experience. It unveiled Amazon Go in December, allowing Seattle shoppers to grab groceries without waiting in checkout lines as their account is automatically charged when they exit.

    Like Alibaba, Amazon.com has extensive experience working with reams of valuable customer and supply chain data and shopping patterns.

    With Bailian, Alibaba will be tapping a network of 4,700 stores across 25 Chinese provinces. Apart from Intime, Alibaba has already invested in retail operators including Suning and Sanjiang Shopping Club Co. to further its new retail experiment.

    Alibaba won’t be taking a stake in Bailian. But the pair will integrate their membership databases and use facial recognition technology to improve shoppers’ experiences, the company said. Alibaba’s online payments system, Alipay, will be available at all Bailian stores.

    The e-commerce giant’s delivery affiliate — Cainiao Smart Logistics Network Ltd. — will work with Bailian to flesh out protocols that make the system more efficient. (SD-Agencies)