The Chinese online giant Alibaba is increasingly catching Europe: In order to secure further market shares in this country, the group not only brings its in-house payment service into more and more European markets, and inpatient plans are apparently part of the strategy: the Alibaba subsidiary AliexpressNow open a stationary business in Europe for the first time - in Madrid.
In order to make talking about themselves and celebrate the start of the European branch as big as possible, Aliexpress is said to have made its customers expensive gifts on site: including cell phones, drones or scooters.It is not for nothing that the Handelsblatt reports about around a hundred people who are said to have spent the night before the opening in a long line in front of the shop to be the first and to be given presents.
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Aliexpress is also involved in regional dealers
Although it is a first trip to the stationary parquet for Aliexpress in Europe, the provider in the online area is already active in 220 countries-also in Germany.However, the platform did not offer the retailers on site to expand the channels, because so far only the products of Chinese manufacturers have been traded.However, this should now be changed.
“In four markets - Spain, Russia, Turkey and Italy - the Chinese open up to local manufacturers and offer them the opportunity to sell their products via Aliexpress in the group's foreign markets.Spain is the gateway to the European market for Alibaba, ”the Handelsblatt continues.In Spain, for example, 3.000 Spanish manufacturers who offer their products through the online platform or want to do this.
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Inpatient business should create trust
The opening of the inpatient business of Aliexpress should therefore not be seen as a mere advance of stationary business, but as part of an extensive multichannel strategy.In this way, the AliExpress brand can be strengthened and promoted the awareness, on the other hand, the company is also promoting a growing trust of customers in Chinese products with the local business.
According to Handelsblatt, the fact that Aliexpress is now implementing its branch project in Spain is that the Mediterranean Land will be the third largest foreign market abroad - right to Russia and the United States.
