阿里巴巴拉近美国品牌与中国消费者距离

Chinese e-commerce giant Alibaba Group is ramping up efforts to bring U.S. brands to consumers in its home country.

中国电子商务巨头阿里巴巴集团(Alibaba Group Holding Ltd.)正在加大力度拉近美国品牌与国内消费者的距离。

Alibaba, which is widely expected to file to go public this year, says it will offer U.S. companies several ways to get their merchandise to China, including through its Alipay payments subsidiary and sophisticated shipping methods. It is also getting closer to launching a new U.S. online marketplace called for small- and medium-sized brands and manufacturers.

市场普遍预计，阿里巴巴将在今年进行首次公开募股(IPO)。该公司称，将向美国公司提供几种便于其商品出售到中国的途径，其中包括使用阿里巴巴子公司支付宝（中国）网络技术有限公司( Co., 简称：支付宝)的平台以及复杂的运输方法。同时，阿里巴巴也接近推出其首个美国网络购物平台“11 Main”，将主要招募中小品牌和制造商入驻。

ChannelAdvisor, which advises companies with their e-commerce strategies, on Tuesday plans announce that it has partnered with Alibaba to help U.S. companies sell into mainland China using its software. Its clients will be able to more easily list, sell and deliver items on Alibaba's site.

电子商务咨询公司ChannelAdvisor周二宣布与阿里巴巴合作，协助美国公司借助其软件挺进中国内地市场。ChannelAdvisor的客户可以更方便地在阿里巴巴的天猫()商城上架、销售及运输商品。

U.S. e-commerce companies have struggled to gain a foothold in China, in part because of Alibaba's headstart with Tmall and its eBay-like site Taobao.

美国电子商务公司在中国难以立足，部分原因是阿里巴巴旗下的天猫和类似eBay(eBay Inc.)的淘宝网()已经抢占了市场。

'The Chinese people are craving international offerings,' said John Spelich, Alibaba vice president of international e-commerce business. 'There are a lot of people in China who just want to buy from overseas, they have a perception that imported goods are better.'

阿里巴巴国际电子商务业务副总裁史贝里克(John Spelich)称，中国买家渴望购买国际产品。在中国，有很多人只想从海外购买商品，他们的普遍认知是进口商品更好一些。

Spelich said Alibaba is meeting with U.S. brands to get them to accept Alipay, a PayPal-like service which processed about $150 billion in mobile transactions last year. The company would offer a checkout on a U.S. retailer's site so that Chinese consumers could buy, say, a plaid J. Crew shirt that is otherwise unavailable in China.

史贝里克说，阿里巴巴正在游说美国商家接受支付宝。支付宝是类似贝宝(PayPal)的支付平台，其2013年移动交易金额接近1,500亿美元。阿里巴巴将在一个美国零售商网站上开通付款通道，便于中国顾客购买像J. Crew格子衬衫这样在中国买不到的商品。

To that end, Alibaba will soon introduce shipping centers in the U.S. to handle proper packaging, levies and other import fees for U.S. retailers hoping to deliver to China, said Spelich. Because of China's particular policies it can be difficult to deliver some merchandise there, he said.

史贝里克称，为此，阿里巴巴将很快在美国推出运输中心，为那些希望进入中国市场的美国零售商提供商品包装、缴税及缴纳其他进口费用的操作服务。他说，由于中国的特殊政策，一些商品很难被送达至中国。

As well, Alibaba is recruiting smaller brands to its site which will launch later this year, Spelich said. The site will be targeted to U.S. consumers featuring an array of products, in competition with eBay in particular.

史贝里克说，阿里巴巴正在为其“11 Main”网站招募小型商家，该网站将在今年晚些时候推出，销售针对美国消费者的一系列产品，主要是与eBay一争高下。

ChannelAdvisor, for its part, will help retailers process orders from Chinese consumers on , which has more than 70,000 global brands like Nike and, more recently, Apple.

作为合作伙伴，ChannelAdvisor将帮助商家处理天猫上中国消费者的订单。目前天猫已经拥有超过70,000个全球品牌，比如耐克(Nike)以及最近进驻的苹果(Apple)。

'We're connecting retailers directly to demand in China, that can help them sell there very quickly,' said ChannelAdvisor CEO Scot Wingo.

ChannelAdvisor首席执行长文葛(Scot Wingo)表示，在中国我们将直接对接商家和顾客，这样有助于更高效的买卖。

Alibaba's IPO could value the company at more than $100 billion, according to analysts.

据分析师称，阿里巴巴上市交易对公司的估值可能超过1,000亿美元。