Alibaba Makes a Play for Brands in Europe, with Mixed Results
After a long period of watching and waiting, China’s Alibaba has made its move in Europe under the name AliExpress. By undercutting Amazon on sellers’ fees, it hoped to attract both small businesses and larger brands. The reception from the small businesses has been good, but some larger brands are still holding back. Some of those brands didn’t feel that AliExpress was the right fit for their higher-end products.
A senior executive at one large fashion company, which turned down AliExpress’s approaches in Europe, said its brand needed to be in an “aspirational environment”. Another described the AliExpress platform as “a work in progress”.