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Insights from Alibaba’s Newly Released “The New Chinese Goods Project”: Alibaba Empowering Chinese Brands to Grow at Home and Abroad

Executive Summary

Alibaba Group launched “The New Chinese Goods Project” on May 10.

  • Alibaba set five goals to empower Chinese brands, including helping 700,000 Chinese brands to sell overseas through Tmall Global, Lazada and AliExpress.
  • Chinese “traditional” brands, defined as “intangible cultural heritage brands” or “time-honored brands” by Alibaba, are becoming “young” and growing fast in the online channel.
  • Chinese brands are attracting younger generations (those born in the 1980s, 1990s and even the 2000s) more than older shoppers.

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