Real Madrid have partnered with Alibaba Group to launch a new official club store for consumers in China, reports, www.sportspromedia.com/.

The partnership will see a range of Real merchandise, including official player jerseys, club apparel and memorabilia, sold via a dedicated site on Alibaba's Tmall Global platform.

Launched in February 2014, Tmall Global was set up to enable overseas companies to enter China's online retail market.

Real president Florentino Perez and Alibaba Group's Jeff Zhang attended a ceremony in Guangzhou on Sunday to launch the new partnership.

"Today, we continue to reach out to this incredible country. Today we start a partnership that will strengthen our ties," said Perez.

"The best club in the world, Real Madrid, is establishing a strategic alliance with Alibaba's Tmall Global platform. Initiating this new path is an honour for us, and without a doubt, teams us up with the global player and absolute leader in global ecommerce.

"This strategic alliance allows us to launch the official Real Madrid store in China for more than 600 million consumers online."