Alibaba Group’s “double 11” sales reached 75 billion US dollars this year, which can be called hot. But in Europe, where Ali seeks expansion, the double 11 has been ignored. According to the article published by Bloomberg, Ali has high hopes for the European e-commerce and cloud computing market, but the progress is very limited. Facing Amazon, Microsoft and other powerful competitors who have been working in Europe for many years, how much time and money is Ali willing to invest? Its determination to globalize has been questioned. < p > < p > this year’s double 11, “lipstick brother” Li Jiaqi, Weiya and other online celebrities carried live coverage of products from skin care products to toilet paper, attracting millions of shoppers to participate in Ali’s biggest shopping carnival, creating a sales record of $75 billion. But in Europe, the campaign has produced few ripples. < p > < p > although Alibaba’s China tmall platform can receive 583000 orders in one second at the peak of the double 11 day, in France, the number of information commercial advertisements on Alibaba’s platform rarely exceeds 1000 times. < / P > < p > as Chinese regulators strengthen their supervision of Internet and financial technology giants, it is more urgent for Alibaba to go deep into the European market. Asia’s largest company is learning that models that work in China don’t always work in Europe. The difference in shopping culture is only one of the obstacles Ali encountered in Europe. Ali international platform Global Express has been established for 10 years, but it is still regarded as a low-end Chinese platform. Amazon’s dominant market position has hardly been weakened by global express. According to ecommerce Europe, express express accounts for only 2% to 5% of e-commerce traffic in Europe. < p > < p > Alibaba hopes to take advantage of its Chinese user base – 60% of the people use Alibaba Services – to launch a new round of attacks on the European e-commerce, cloud computing and electronic payment markets. However, it may not be easy to prove that Google, Amazon and other giants want to eat into the market share. < / P > < p > “Alibaba started in Europe from scratch. Europe is not a market, but 27, with a lot of consumer culture and strong local competitors,” said AUR é lien duthout, a consultant in the retail, technology and home equipment sectors of the French consulting firm Euler Hermes. “Amazon has accumulated 20 years of experience and data in Europe. How much effort, money and time Ali is willing to invest in Europe is still a question. ” In early October, Ali began to build a warehouse at Liege Airport in Belgium, covering an area of 220000 square meters. If completed, it may become Europe’s largest warehouse hub, Ali’s gateway to Europe. Ali also recruits throughout the region, including the English town of Chester, which is known for its mid century castle. < / P > < p > “we are still in the early stages of introducing the platform to the vendors here,” said Sebastien badault, head of Alibaba’s French operations. “We are building a team.” < / P > < p > the market outside China accounts for less than one tenth of Alibaba’s e-commerce sales, most of which come from lazada, its Southeast Asian e-commerce platform. < / P > < p > “China may be the largest and most developed e-commerce market in Ali, but the population is aging,” said dusott. “With the strengthening of supervision by Chinese regulators, Ali has the motivation to further develop the international market.” < / P > < p > in Europe, Alibaba’s low-end e-commerce products have deterred the knowledgeable customers. European brands mainly regard Ali as a gateway to sell goods in China, but they have been reluctant to use Alibaba’s platform to sell products to European consumers. Ali said that French, German, British and Italian brands sold more than $3.75 billion worth of goods in China on this year’s double 11. Spanish fashion brand Zara, French cosmetics brand Guerlain, Burberry, Adidas, Nestle and Unilever have opened stores on Ali platform. In contrast, global express is mainly sold to European customers by a small number of brands, such as French consumer electronics brand qilive, German daily chemical brand today and cibox. < p > < p > Ali’s competition challenges in Europe are enormous. Although Alibaba already has about 500 employees in Europe, Amazon alone has more than 50000 employees in the transportation and logistics departments of its retail business. < / P > < p > “we don’t compare with any other company,” says Ali. “Our mission is to make sure that there is no difficult business in the world. We don’t focus on scale, we focus on building long-term value for our customers. ” < p > < p > Ali initially targeted small European economies, such as the Czech Republic, Macedonia and the Baltic States. Now, Ali is turning to a larger market, such as Spain, where he has gained some popularity through advertising on Spanish national television. Ali is also marching into France, the Netherlands, Portugal, Russia and Britain. < / P > < p > “Ali has long-term plans in Europe and is improving its sense of presence and market share in a series of second tier markets.” According to John dindsdale, chief analyst at synergy research group, a US market research firm. < / P > < p > at Liege Airport, when Ali began to use it to transport packages between China and the world, the airport’s freight volume in 2019 soared from about 9 million packages in 2018 to 362 million packages. “Ali is clearly the driver of this growth.” Christian Delcourt, a spokesman for Liege Airport, said he expected to have more than 450 million this year. < / P > < p > nevertheless, the long delivery time and the lack of local vendors have limited the flow of global express in Europe. Although the Spanish retailer Inglis has entered the global express, it only sells a few items. The entry of Auchan, a French supermarket chain, did not cause much sensation. < / P > < p > even in the cloud computing market, data security concerns lead to a very low share of Alibaba. According to a report released by IDC, a well-known market research company, Alibaba ranks 19th in the cloud infrastructure market in Europe, the Middle East and Africa (EMEA), with a market share of only 0.2%. < p > < p > Alibaba’s low price model is more similar to eBay. In the post epidemic world, Ali is expected to expand its e-commerce business in Europe, depending on the firm determination of the company to achieve true globalization, dusott said. < / P > < p > “their plans are still hard to read,” says dusott. “They announced major plans in the United States, but they failed. Will they do it again in Europe? It’s hard to say (author / Xiao Yu) < A= target=_ blank>Global Tech