Breaking down Alibaba's global ambitions

digiday.com

Alibaba continues to execute on its global strategy as part of its aspirations to become a global business, reporting solid earnings this week. The company's approach is a reasonably straightforward two pronged approach. First, make Alibaba the "gateway to China" - provide international businesses the ability to access Chinese consumers through Tmall. Second, enter emerging markets via building or buying/investing in the dominant ecommerce marketplace and acquire those customers.

New Retail, as Alibaba phrases it, is the company’s strategy to “digitize the entire retail value chain,” meaning small- and medium-sized brands, physical stores and local and international sellers all have access to the same data and digital infrastructure that Alibaba uses to operate its e-commerce marketplace, Tmall. That’s served as the backbone of its international expansion. 

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