The strategy comes at an interesting time of international expansion for Alibaba. Photo credit - Pixabay

Alibaba UK will link Chinese tourists with British brands

The UK branch of Alibaba, the world’s largest retailer, has revealed plans for an interesting sales strategy.

As reported by specialist publication Drapers, the local manager David Lloyd plans to focus on connecting British brands to Chinese tourists abroad.

How exactly he plans to do this remains a little unclear at this stage, with Lloyd stating that the company ‘is thinking’ about this.

However, with 125 million outbound Chinese tourists every year, it’s clearly a market with huge potential.

The strategy comes at an interesting time of international expansion for Alibaba.

As we recently reported, the company launched their first ever international advertising campaign, timed to coincide with their partnership with the Olympic Games

The campaign – which centred around the motto ”to the greatness of small’ – featured a series of underdog stories.

The adverts were distributed internationally through broadcast and social media.

“Since our founding 19 years ago, Alibaba Group has believed in and embraced the greatness of small in everything we do,” said Alibaba Group Chief Marketing Officer Chris Tung. “Through this campaign we can share the story of what Alibaba has stood for from day one, which is to support the small guy and leverage our technology to help the underdog succeed in the global marketplace.”

”We believe that technology can level the playing field, and that even small companies have the opportunity to be global companies.”

Rupert Reid

Pilot and Senior Broadcast Journalist at Panda Radio. You can find him on Twitter @rupertreid