Alibaba Group: Alizila

Alizila, a news brand from Alibaba, increased its following and sessions on its website by launching a digitally enabled supermarket and video content, demonstrating its knowledge of the Chinese market.

Background of Alizila

  • Alibaba went public on the NYSE in the largest IPO in history in Sept 2014. Virtually all the company's investors and much of the media who cover the company are in the West, yet the more than half a billion consumers who use and love the products and service are in China. This created a massive information asymmetry the company needed to correct.
  • Based in China, the company is hard to cover for Western media. Not only because of language, distance and time zone, but also because China is largely misunderstood.
  • Enter Alizila - the company's corporate...

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