本文由Marco于2016年1月7日首发于第一财经，由新浪财经、创头条、艾肯家电网等转发。本次推送为中英文节选汇编版本，原文链接见文末。
The original article was initially released on Yicai, and be transferred by Sina Financial, CTouTiao, Abi etc.This is an excerpt and updated version. The English version is at the bottom.
General Managers of Ali’s offices in Europe：
英国England Office，Amee Chande
意大利Italy Office，Rodrigo Cipriani Foresio
德国German Office，Terry von Bibra
法国 France Office，Sébastien Basalt
让我们先看一个数字：143亿美元。这是2015年双十一当天阿里巴巴在中国的营业额。再看另一个数字：170亿欧元。这是2015年意大利电子商务全年预测总营业额。也就是说，阿里巴巴在双十一当天的营业额几乎等同意大利全年电子商务总额。
阿里的国际化布局：
阿里巴巴驻意大利办事处于2015年10月26日正式成立于米兰。尽管意大利市场相对中国市场来说非常小，但阿里巴巴成立意大利分部有战略意义，旨在向全球输出意大利知名及提供优质产品的企业，为这些企业打通接触超过4亿潜在中国买家的渠道。除米兰之外，阿里巴巴已宣布在德国慕尼黑、法国巴黎开设其欧洲总部。
提升国际对阿里体系品牌认知：
意大利拥有一些世界最知名、最优质的品牌，可至今他们大多只熟悉Alibaba.com，很少知道天猫商城和天猫国际商城能对销售自己的产品带来多大益处。阿里巴巴通过其设在米兰的办事处，直接在品牌源头把精心挑选的品牌带去中国，也让意大利企业更了解如何应用天猫这个品牌来进行国际化营销。
阿里巴巴在意大利开展的主要工作，旨在向意大利公司解释如何将产品销售给中国客户，并提供一切必要支持，做好品牌与中国市场的纽带。我们将竭尽所能，确保意大利企业能成功将高品质正品销去中国。
阿里巴巴新任驻意大利办事处总经理罗德里戈·奇普里亚尼·佛莱西奥说。
中国商业模式的全球化：
在米兰开设办事处还有另一个战略意义。中国创新的互联网和电商模式，显然已突破中国国界，扩散到东南亚、非洲、南美洲等新兴市场。我把这种现象称为“中国商业模式（East-Commerce）”。不过中国电商公司已不再把自己局限于新兴市场，而是从欧洲着手，驻入发达国家。
阿里巴巴希望向世界证明，它确实能成为一个真正的全球性电子商务平台，为各国客户提供服务，例如帮助澳大利亚供应商向意大利客户销售产品。
奇普里亚尼·佛莱西奥先生宣称。这是一个真正具有革命性的战略走向，尤其考虑到短短几年前，阿里巴巴仍专注于协助销售国内商品给国内客户。
阿里国际化竞争优势：
那么若阿里在欧洲开设旗舰平台会发生什么呢？是否会水土不服呢？根据对阿里巴巴前副总裁、《阿里传——这是阿里巴巴的世界》作者波特·埃里斯曼的采访可以看出阿里模式的优势令其可以在海外顺利运转。他指出：
阿里巴巴的市场模式尤其适合创业型企业。
此外，波特认为，阿里巴巴的模式帮助构建信任，促进买卖双方沟通的在线聊天功能已被中国买家们验证是很强大的工具，这将大大帮助阿里巴巴立足意大利。
客户服务也是阿里巴巴具有竞争力的另一领域。相比亚马逊，天猫网站的产品网页上，图片量至少达三倍以上，产品规格有详细介绍，产品提供保修内容副本，甚至连外观包装都有详细信息。
再提一句：中国的电子商务平台的服务生态系统，比如线上至线下服务（O2O）、云计算服务和移动端服务，一定会在发达国家受到欢迎。
阿里面临的挑战
但阿里巴巴若要在欧洲成功推行跨国电子商务，需要克服一些难点。首先，它对欧洲市场的物流和供应链依然缺乏了解。这一点上，亚马逊和eBay已经投入近20年进行研究。其次，阿里巴巴必须克服消费习惯上的文化差异。最后，阿里巴巴必须建立品牌认知度和客户忠诚度。
生态国际化势在必行
我认为，中国的电子商务模式正在取代美国模式。如果阿里巴巴在发展电子商务模式的同时，带来其开发的服务生态系统，那中国的电子商务平台必将有超过老牌电商平台的优势，在西方土壤上扎根发芽。
Let's start with a number: 14.3 billion USD. This is Alibaba's turnover on China’s Singles’ Day 2015. Let's add another figure: 17 billion Euro. This was Italian's E-commerce size forecast for 2015. Alibaba's Singles’ Day sales are almost equal to Italian yearly sales.
The globalization pattern of Alibaba:
Alibaba Italy officially opened its doors in Milan on 26 October 2015. Even though the Italian market is very small compared to China, Alibaba's Italian office has a strategic role and its goal is to become the point of reference forwell-known Italian companies - famous world wide for the quality of their products - who are seeking to sell to more than 400 million potential Chinese buyers. Beside Milan, Alibaba has opened offices in Munich, and Paris.
Alibaba is building its International presence:
Italy has some of the most famous and best quality brands in the world, but until now most of them are only familiar with Alibaba.com and very few know what Tmall and Tmall Global can do for their products. By opening an office in Milan, Alibaba will go straight to the source, and bring brands by hand to China.
Alibaba's Italian job is to explain to Italian companies how to sell to Chinese customers, it provides all the necessary support and it acts as interface with the Chinese world. We have to do everything we can to ensure that Italian companies can successfully sell authentic and high quality products to China.
Said Alibaba's Italy CEO, Rodrigo Cipriani Foresio.
The Chinese e-commerce model, East-Commerce:
Opening an office in Milan could also have another strategic meaning. It is now becoming evident that China's innovative Internet and E-commerce model is coming out of its borders and spreading into emerging markets like South-East Asia, Africa or South America. I have called this phenomenon: East-Commerce. Chinese E-commerce companies are now setting foot in the developing and developed world, including Europe.
Alibaba wants to show the world that it can really become a truly global E-commerce platform by allowing for example an Australian vendor sell its products to an Italian customer.
Says Cipriani Foresio. This is a truly revolutionary approach considering that until few years ago Alibaba was still focused on helping to sell products from and to China.
What are Ali’s advantages:
So what if Alibaba were to open its own flagship E-commerce platform in Europe? Would it be too far of a stretch? According to Porter Erisman, a former Vice President of Alibaba and author of the book Alibaba's World, the Alibaba's model has several advantages that could work well outside China.
Alibaba'smarket place model works particularly well with entrepreneurial systems.
Says Porter.
Furthermore, Porter believes that the model creates trust, for example Alibaba's chat function has proved to be a very powerful weapon for Chinese buyers and itwould work well for Alibaba in Italy too.
Customer service is also another area where Alibaba can successfully compete. Let's lookfor example at Amazon and eBay's product pages. Looking at Tmall, product pageshave at least three times more pictures than that on Amazon, very detailed specs, a copy of the product's warranty and even detailed information on the packaging.
Finally, **China E-commerce platforms are developing a new ecosystem of services such as online-to-offline (O2O), cloud and mobile services **that would certainly be successful in the developed world too.
Facing Challenges
But to launch a successful cross border E-commerce in Europe Alibaba needs to overcome certain problems. First, it still lacks understanding of the logistical and supply chain terrain of these markets. This is something that Amazon and eBay have spent the last 20 years working on. Second, it has to overcome cultural differences in shopping habits. Finally, it has to build brand recognition and customer loyalty.
China's secret weapon: The Ecosystem
I believe that China E-commerce model is becoming the true alternative to the US one. IfAlibaba not only focuses on developing its E-commerce, but will also bring along its ecosystem of services, the Chinese E-commerce platform will definitely have an edge over established players and find a fertile ground in the Western world too.
第一财经原文链接 Check it out on YiCai：http://www.yicai.com/news/4735942.html
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