电商路

Alibaba, the Chinese e-commerce company, is attempting to woo more customers outside China with a global advertising campaign and the opening of new European headquarters in London.

阿里巴巴通过一个与Ebay类似的互联网平台，将主要是小企业的用户与供应商和贸易伙伴连接起来。阿里巴巴有4000万注册用户，其中约950万来自中国以外的地区。

Alibaba, which connects mainly small businesses with suppliers and trading partners over an Ebay-like internet platform, has 40m registered users, around 9.5m of which are from outside China.

欧洲业务总经理朱美琪(Maggie Choo)表示，由于小企业开始将互联网作为一种成本更低的做生意方式，经济低迷恰好是扩张的最佳时机。她表示：“仅在英国一地，我们去年的用户人数就增长了55%，在欧洲、中东和非洲地区，这一增幅要更大，在80%左右。”

Maggie Choo, general manager of the European business, said the economic downturn was the perfect time to expand, as small companies turned to the internet as a cheaper way to do business. “In the UK alone we have had a 55 per cent increase in user numbers in the last year, and in the EMEA (Europe, Middle East and Africa) region it is even higher, around 80 per cent,” she said.

阿里巴巴在英国拥有40万个注册用户，目前每周约有2000名新用户注册。

The company had 400,000 registered users in the UK, and is signing around 2,000 new ones each week.

朱美琪表示：“英国是继美国和印度之后，我们第三大海外市场。”

“The UK is our third-largest overseas market, after the US and India,” Ms Choo said.

华为、中国电信等一系列中国企业已先于阿里巴巴在伦敦成立办事处。英国贸易投资总署(UK Trade and Investment)的数据显示，过去一年中国企业在英国境内共进行了60多个投资项目。

Alibaba is the latest in a series of Chinese companies setting up offices in London, following Huawei and China Telecom. There have been more than 60 inward investment projects by Chinese companies in the past year, according to UK Trade and Investment.

为了加快扩张步伐，阿里巴巴投放了价值3000万美元的广告，包括在500辆伦敦出租车上涂覆阿里巴巴标识，以及投放数个电视广告。

A $30m advertising campaign, including 500 London cabs branded with the Alibaba logo and several television spots, is designed to boost expansion.

新的伦敦办公室有14名员工，旨在为欧洲公司客户提供更好的客户服务。

The new London office, staffed by 14, is aimed at providing European companies coming onto the site with better customer service.