阿里巴巴跨境电商海外拓展模式演进

Alibaba Cross-border E-commerce Expansion Mode Evolution

2014年以来,阿里巴巴通过海外投资加快拓展跨境电商。面对国际电商巨头的激烈竞争,在国际品牌塑造、文化整合和本土化融合不足的情况下,阿里不得不转变强硬的并购整合模式,采取更加温和柔性的战略合作方式,通过模式创新与技术创新来提升生态位,推进跨境电商生态系统的进化与演进,这是阿里在复杂陌生的海外环境中实现持续发展的战略选择。

Since 2014, Alibaba has accelerated its expansion of cross-border e-commerce by overseas investment, as to build a complete cross-border e-commerce ecosystem. Facing fierce competition from international e-commerce giants, Alibaba has great difficulty handling with its shortage of brand building,cultural integration and local convergence. It’s necessary for Alibaba to adjust tough merger mode to softer ways, such as mode innovations and technology ones. Under the complex and unfamiliar overseas environment, it’s important for Alibaba’s sustainable development to promote its ecological niche of the cross-border e-commerce ecosystem.