Aliexpress lands in Spain

I guess most of you know about it, although perhaps you do not have a real sense of its dimension. As I said it is a marketplace of Asian origin that is often called somewhat erroneously as the Chinese Amazon. 

Obviously, there is a parallelism, both are horizontal and have a huge variety of stock, logistics services and a great insight, but the truth is that Aliexpress sells even more that Amazon despite logistical limitations with regard to foreign markets.

The truth is that it is still a fairly progressive process, without making excessive noise. Maybe they took into account the epic failure of another Asian eCommerce, the Japanese Rakuten. It entered using a very strong marketing campaign that spared no expense using leaders like the chef Alberto Chicote in their media campaigns. The result was not expected and they ended up closing down in less than a year to focus on other European markets. 

Aliexpress has been much more prudent and, although it has made some marketing actions, has done it in a much more segmented way. 

 Besides searching a warehouse in Spain, the most important thing, from a strategy point of view, is that they have clearly identified : 

The entire strategy is shown in a new store. In reality there is no difference in terms of look and feel, but if we go into Aliexpress Plaza we see that, instead of filters with all categories, we have a much more concise menu, just 5. 

Product sheets differ since they precisely highlight such distinguishing advantages that have led them to try to gain a foothold in the Spanish market. 

This type of messages oriented to provide credibility are also found highlighted in the home with a banner on the menu. It reminds us that brands are original (another of the most common fears among the audience), delivery in less than a week and refund in 15 days. All in Aliexpress Plaza is oriented to generate trust in the user. 

We said also that Spanish, European and American fashion brands, with national distribution, have begun to sell in Plaza. They have their own stores Venca, Friday´s Project or Double Agent among others. 

When Aliexpress began selling textile and accessories last year, they decided that they should make some effort to connect with the audience. Chinese fashion is not very well conceptualized by buyers so they looked for an action with enough weight to get to new sellers and reclaimed themselves at the same time. 

For this "paint job", they chose to launch the hashtag #RedescubreAliExpress and organize a campaign with few influencers and even a pop-up store in Salamanca district which is one of the most up-to-date trends of the city.