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China’s Alibaba aims for a doubling in Tmall Global brands with English portal

FILE PHOTO: The logo of Alibaba Group is seen at the registered office of the company, in Hangzhou, Zhejiang province, China, July 20, 2018. (REUTERS photo/Aly Song, File/Photo

SHANGHAI (Reuters) – Chinese e-commerce giant Alibaba, on Wednesday launched an English-language website, the Tmall Global marketplace, focused on retailers, in an effort to double the number of international brands on the platform, and to $ 40,000 in the next three years.

The company said in a statement it wants to make the Tmall Global, which currently hosts 20,000 of national brands in 77 countries and regions, more attractive and accessible to a niche, small – and medium-sized enterprises in other countries.

The new portal will come as Alibaba faces a lean e-commerce sales growth, which is further threatened by the current US-China trade spat, and increased competition from rivals, including recently listed Pinduoduo Inc.

Launched in 2014, Tmall Global, an extension from Alibaba’s Tmall marketplace, and hosts for overseas brands looking to sell to Chinese consumers.

“We believe that with the launch of its English-language web site it will speed up the process for brands and advertisers to introduce their products to the Chinese consumers,” said Yi Qian, deputy general manager, Tmall Global.

Initially interested in the brands they were able to get in touch with Alibaba, mainly through trade fairs, personal introductions, or in the Chinese-language web site, according to the company.

The new English-language portal in that it will help the traders with tasks such as opening stores on Tmall Global, which will eventually be available in other languages, such as Spanish and Japanese, the e-commerce giant will be added.

Reporting by Brenda Goh, Editing by David Evans and Mark Potter

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