Key Takeaway
iFIT, a US-based fitness tech firm, faced challenges when expanding into China, a market with unique consumer habits and strict data regulations. To navigate this, they partnered with Alibaba for local expertise. iFIT migrated its SAP ERP to Alibaba Cloud to ensure compliance and data sovereignty, integrating with popular super-apps like Alipay and Taobao. Additionally, they addressed Salesforce’s global server issues by deploying a China-ready CRM through Alibaba’s Connected Experiences Gateway, merging Salesforce capabilities with local app ecosystems. This strategic approach highlights the importance of local partnerships in successfully entering the Chinese market.
For global brands, China presents a significant opportunity as well as a complex digital landscape—home to influential local platforms, stringent data regulations, and distinct consumer behaviors.
This was the experience of iFIT, a US-based fitness technology company, as it expanded into China. “It’s a very different market,” notes Jason McMurdie, iFIT’s SVP of Technology. “You need an experienced local partner. That’s why we chose Alibaba.”
Establishing a Local Foundation
The initial step was ensuring compliance. iFIT transitioned its SAP ERP and infrastructure to Alibaba Cloud’s servers in China, maintaining data sovereignty while engaging users through super-apps like Alipay and Taobao.
Salesforce presented another challenge—its global servers risked breaching cross-border data regulations. Collaborating with Alibaba Cloud, iFIT implemented a China-ready CRM through Alibaba’s Connected Experiences Gateway (CXG), integrating Salesforce capabilities with local app ecosystems.
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