Alibaba Unveils 3-year European Strategy

Netease Tech, 9/02/09

Chinese B2B e-commerce firm Alibaba.com (1688.HK) is preparing to open a new European head office in London and launch a global ad campaign to attract more international customers. The new office will employ a staff of 14. Alibaba currently has 40 mln registered users worldwide, including 9.5 mln from overseas and 400,000 in the United Kingdom. Maggie Choo, president of the European division, said the number of Alibaba UK users grew by 55% last year, while the number in Europe, the Middle East and Africa grew by 80%. Choo added that Alibaba's European business strategy will be to increase brand awareness in the first year, establish cooperative partnerships the second, and focus on revenue in year three.

Editor's Note: Alibaba has already launched a USD 30 mln global marketing campaign, which includes emblazoning 500 London taxis with the Alibaba logo as well as airing TV advertisements throughout the UK.

Keywords: Internet marketing overseas strategy Alibaba Europe registered users 1688.HK e-commerce B2B

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