Michelin-starred chefs team up with Tmall for fresh recipes

Recipes designed by Michelin-starred chefs will be available on Tmall's fresh food section as the e-commerce platform strengthens its fresh food and ingredient services.  

Michelin-starred chefs will design easy-to-follow family recipes for Tmall users, while miao.tmall.com will provide the ingredients required, allowing users to prepare a delicious banquet at home with a simple click. 

Tmall and Michelin Guide inked a strategic partnership in Shanghai Monday, beginning a collaboration in food, new retail mode innovation, and the upgrade of global consumption experiences in China. 

Later this month, nine recipes designed by three Michelin-starred chefs will be released on miao.tmall.com, which include seasonal food like fresh king crab, lobster, steak and mango, sourced from overseas markets if need be.

"As part of the search for culinary delicacies, people care not only about new tastes, but also about the quality and overall convenience," said Bruno de Feraudy, president of Michelin China.  

The online purchase of fresh food still has relatively low penetration, so Tmall hopes to introduce more interactive methods to encourage the one-stop shopping of food ingredients.