US EUROPE AFRICA ASIA 中文
    Business / Technology

    To US consumers, China's Alibaba is a non-entity

    (Agencies) Updated: 2014-09-16 14:02

    Starting small

    Alibaba's precise plans for growing in the United States are unclear, and the IPO itself could raise Alibaba's profile.

    "After being listed in the US, we will develop our business in Europe and in the US," founder Jack Ma told journalists on Monday. "We will not give up the Asia market because, as I would say, we are not a company from China, we are an Internet company that happened to be in China."

    Whatever it decides to do, its lack of brand recognition is hardly insurmountable. Foreign stores from IKEA Group, of Sweden, to Fast Retailing Co's Uniqlo, of Japan, have established footholds in the United States despite being more or less unknown to Americans beforehand. So have foreign digital companies like online streaming music service Spotify, which is Swedish.

    "The wise thing would be to start small, investigate the market, investigate the consumers, and investigate the competition and try and build a model that is attractive to Americans," said Martin Sorrell, who heads up the world's largest ad agency WPP.

    Indeed, Alibaba has set up a US investment division and has been building up a presence in the United States Last October, it led a roughly $200 million investment round in US retail site ShopRunner Inc. The stake in ShopRunner, which rival's Amazon Prime service and works with dozens of US retailers, will give Alibaba a way to learn about online shopping in America.

    Alibaba unveiled its first direct-to-consumer online shop in the United States in June, the website 11main.com, which caters to a niche audience and specializes in one-of-a-kind items not found at larger retail chains.

    11 Main may be the company's best bet for winning American buyers, said Bhatt.

    "It sounds like a local brand and its fun and simple," she said, adding that the company needs to explain to consumers what it does differently or better than rivals.

    One strategy Alibaba could pursue to win instant US recognition is to buy a sports team, suggests David Srere, co-CEO and chief strategy officer at Siegel+Gale, a global strategic branding firm. The company has already tried that in China, agreeing to pay 1.2 billion yuan ($192 million) for a stake in China's most popular soccer team, Guangzhou Evergrande.

    Alibaba lost an opportunity of ensuring getting in the headline by not buying the Los Angeles Clippers when it was for sale earlier this year, Srere said. The basketball team sold for $2 billion.

    "That would have been a dramatic entry into the market," he said.

    To US consumers, China's Alibaba is a non-entity To US consumers, China's Alibaba is a non-entity
    Ma touts tower of 'BABA' in HK

    Top 10 biggest websites in the world

    Previous Page 1 2 Next Page

    Hot Topics

    Editor's Picks
    ...
    ...
    国产在线无码一区二区三区视频 | 国产成人综合日韩精品无码不卡| 精品人妻无码一区二区色欲产成人| 亚洲国产精彩中文乱码AV| 日韩av无码一区二区三区| 久久精品中文字幕一区| 亚洲 欧美 国产 日韩 中文字幕| 亚洲av无码国产精品色午夜字幕| 欧美中文字幕在线| 亚洲一本大道无码av天堂| 免费无遮挡无码永久视频| 免费无码又爽又刺激网站直播| 中文字幕人妻无码专区| 久久亚洲av无码精品浪潮| 日韩AV无码精品人妻系列| 最新中文字幕AV无码不卡| 天堂а√在线地址中文在线| 中文字幕人妻丝袜乱一区三区 | 国产精品无码国模私拍视频| 亚洲级αV无码毛片久久精品| 中文字幕无码av激情不卡久久| 亚洲中文字幕在线第六区| 久本草在线中文字幕亚洲欧美| 国产成人无码18禁午夜福利p | 久久亚洲精品成人av无码网站| 无码AV动漫精品一区二区免费 | 日本无码小泬粉嫩精品图| 最近中文字幕完整免费视频ww| 99高清中文字幕在线| 亚洲中文字幕无码一久久区| 国产 欧美 亚洲 中文字幕| 无码精品人妻一区| 免费A级毛片无码鲁大师| 国产精品热久久无码av| 无码国产成人午夜电影在线观看| 国产精品无码久久四虎| 日韩av片无码一区二区三区不卡 | 日韩精品无码一区二区中文字幕 | 色窝窝无码一区二区三区成人网站 | 中文午夜乱理片无码| 中文字幕无码精品三级在线电影|