Dive Brief:
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With the launch of a new English-language portal, Alibaba aims to bring more global businesses into the Chinese market. Alibaba's Tmall Global (TMG), which already has 20,000 international brands in over 4,000 categories from 77 countries and regions, is also introducing versions of the portal in other languages such as Spanish, Japanese and Korean, according to a company announcement emailed to Retail Dive.
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The platform features tools aimed at helping global merchants succeed in China, including how to open a flagship store, and onboarding advice to optimize operations. The site also provides solutions on how to best use Tmall Overseas Fulfillment (TOF), which provides merchants with a "low-cost, low-risk way to test the waters in China," according to the release.
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So far, the company has brought multiple American companies onto its platform, including natural soap company Dr. Bronner's and natural beauty brand 100% Pure, the company added.
Dive Insight:
Despite the tough trade talks between the U.S. and China, the introduction of tariffs and the anxiety global companies are experiencing, Alibaba continues to carry on its efforts to bring more international businesses onto the platform. Though both the U.S. and Chinese economies have carried on during the China-U.S. trade tensions, Jack Ma, the Alibaba Group's executive chairman, has been paying close attention to the trade war with an eye toward China's relationship with the U.S. over the next 20 years, as he explained in a 2018 op-ed.
The addition of up-and-coming American businesses to TMG like Evereden and Emily's Chocolates & Nuts is Alibaba's latest effort to expand into the U.S. market. To further its footprint, Alibaba has engaged in other partnerships with American and global brands like Guess, Office Depot, Starbucks and Walgreens during the past year or so. Alibaba seems to be focused on its long-term goals, regardless of any geopolitical problems.
