My CIIE Story • Prominent Platform | Alibaba expedites foreign brands' entry into China

Editor's Note: The fifth China International Import Expo is near. The "My CIIE Story" activity, which was launched on June 1, has drawn a great deal of attention and many people have shared their experiences related to the expo. A series of works themed on "grand strategy" and "big market" were published in July and August. In September, more stories with the theme "prominent platform", which showcase how the CIIE turns exhibits into commodities and exhibitors into investors, will be released.

Alibaba had participated in all previous editions of the CIIE as a purchaser and has put many foreign brands in the fast lane towards entering the Chinese market.

Tmall Global, Alibaba's dedicated channel for cross-border e-commerce, has helped turn more and more CIIE exhibits into popular products among Chinese consumers.

In 2021, Tmall Global cooperated with about 1,000 overseas small and medium-sized companies, including Canadian ginseng retailer Great Mountain, Japanese skincare products and health food company Fancl, as well as New Zealand Manuka honey brand Comvita, to showcase their new products at the fourth CIIE. These products were put up for sale on Tmall Global soon after their debut at the expo.

During the fourth expo, we also achieved cooperation with producers of tonics and herbs such as Southeast Asian edible bird's nests, Korean ginseng, and Iranian saffron.

At the third CIIE, Tmall Global signed agreements with more than 100 fast-moving consumer goods companies from around the world, including Shiseido, Estee Lauder, and Nestle, to launch new products.

Alibaba released a plan at the inaugural CIIE in 2018 to import $200 billion worth of goods in five years. To date, we have overfulfilled the annual quota for three consecutive years.

We are aiming to build a new global trade platform that is open and inclusive by making the most of the CIIE, so that foreign companies can reap the benefits of the huge Chinese market and consumers can buy products from across the world.

The author is the vice-president of business-to-consumer retail at Alibaba Group. He joined the company in 2015.