阿里巴巴新總裁重大舉措:擬成立歐洲辦事處吸引商家

Chinese ecommerce company Alibabawill open offices across Europe in an effort to attract more sellers to the platform, in the first big initiative since the company appointed Michael Evans as president.

爲了吸引更多商家入駐，中國電商平臺阿里巴巴(Alibaba)將在歐洲各地開設辦事處。這是阿里巴巴在任命邁克爾·埃文斯(Michael Evans)出任總裁後採取的第一項重大舉措。

Alibaba will open so-called "embassies" in Italy, France and Germany, with a view to positioning the company as the "gateway to China" for European merchants.

阿里巴巴將在意大利、法國和德國開設所謂“大使館”，希望將自己定位於歐洲商家“進入中國市場的門戶”。

"In the past, it was really only multinationals that could afford to sell their products internationally. But in the last 10 years, much has changed," Mr Evans said, describing the mission as enabling "the world to sell to China, and to help China to sell to the world".

“過去，只有跨國公司纔有實力在國際市場上銷售自己的產品。但過去十年，這一局面發生了很大的改變，”埃文斯說。他把阿里巴巴的使命描述爲“讓世界能賣產品給中國，幫中國把產品賣給世界”。

Mr Evans pointed to projections that China's middle class would grow from 300m to 500m in the next decade. "This middle class consumer wants authentic, high-quality international products," he said.

埃文斯提到了如下預測：未來十年裏，中國中產階層人數將從3億增加至5億。“這一中產階層的消費者想要正宗、高質量的國際產品，”他說。

Companies ranging from clothing group Zara to luxury brand Burberry have opened stores on Tmall, Alibaba's eBay-like platform aimed at attracting brand-name sellers.

從服裝集團Zara到奢侈品牌博柏利(Burberry)，許多企業已在天貓(Tmall)上開店。天貓是阿里巴巴旗下類似eBay、旨在吸引品牌賣家的平臺。

However, Alibaba's reputation for being unable to fight fakes and counterfeit goods has kept some sellers away. Jack Ma, chairman and co-founder, admitted in an interview on Tuesday that the issue of fakes “leaves visible wounds on Alibaba”.

然而，阿里巴巴打擊假冒僞劣商品不力的名聲，使得一些賣家不敢入駐。週二，阿里巴巴創始人和董事長馬雲(Jack Ma)在接受採訪時承認，假貨問題“給阿里巴巴造成了看得見的傷口”。

"I don't believe success can be built on dishonesty," he told China's official news service Xinhua, dismissing some comments that Alibaba took advantage of counterfeits which boost sales and take rate totals for the group.

“我不相信靠不誠實能真正成功，”他對官方的新華社表示。他對阿里巴巴利用假貨（提振業績和轉化率）的一些說法不屑一顧。

Daniel Zhang, chief executive, said that Alibaba would promote the sale of products from other countries to Chinese consumers as part of its Singles Day sales festival on November 11. The shopping day is known as singles day for its “double eleven” date, and billed as the "anti-Valentine's day" where customers buy something for themselves rather than for a partner.

阿里巴巴首席執行官張勇(Daniel Zhang)表示，阿里巴巴會把向中國消費者推銷其他國家產品作爲11月11日“光棍節”購物節的內容之一。那個購物日因有“兩個11”而被稱爲光棍節，並被稱爲“反情人節”——顧客們會爲自己而不是伴侶購物。

Singles Day is China's largest online shopping day. Last year, Alibaba set a record as its marketplaces hosted $9.3bn in sales.

光棍節是中國最大的網購日。去年光棍節那一天，阿里巴巴創下了93億美元的單日成交額。

This year the company has been hit by China's slowing economy, which have pushed down sales to their lowest growth rates in over three years last quarter.

今年，中國經濟放緩已使阿里巴巴受到了衝擊。在經濟放緩形勢下，阿里巴巴上一季度的銷售增長率降至三年多來最低水平。