Alibaba Group appoints MediaCom as overseas media agency

Alibaba Group has appointed MediaCom as the overseas media strategy and buying agency for Tmall World, Alibaba Cloud, Dingtalk, and Taobao International.The world’s largest retailer has previously signalled that it has plans to rapidly expand its e-commerce network abroad, and is building a global logistics network to underpin this ambitious overseas expansion. It recently opened the first Southeast Asia office in Kuala Lumpur as part of the company’s vision to expand their footprint further in the region.MediaCom has been charged with helping to drive traffic to the site and to increase conversion rates, and will hub the business out of MediaCom China, working closely with local markets. While Tmall is the initial priority, Alibaba is also looking at expanding overseas with their other products including DingTalk, Alibaba Cloud.Tmall World primarily targets the nearly 100 million overseas Chinese who live abroad but still have kept their tastes and spending habits, especially in Asia Pacific. Though the brand already has high awareness among overseas Chinese, but now wants to more rapidly convert this into sales growth, according to the press release of MediaCom."This is a fantastic opportunity to help one of the world’s top 10 companies to continue their success story, and is a big vote of confidence for how MediaCom China can lead the international expansion of Chinese brands looking to take their success to other markets," said Rupert McPetrie, CEO of MediaCom China.