Alibaba has launched Miravia, a new online marketplace in Spain. The platform aims at connecting brands and content creators with consumers. It features fashion, beauty, food, and lifestyle products.
In the near future, Alibaba has already announced plans to offer a content-per-subscription service as part of Miravia product line-up.
This launch is but another hint at the clear intention of Alibaba to conquer Europe’s online marketplace ecosystem. Currently under Amazon's almost absolute control.
Precisely to that end, the Chinese e-commerce giant Alibaba expanded its existing online marketplace Lazada into Europe, early this year.
And now aims to reinforce its marketplace presence in Europe by launching a new Miravia, and expanding its presence in Spain.
Miravia is an e-commerce platform that offers a wide range of products from your favorite brands. It is designed both for everyday needs and to get the latest trends in fashion, beauty, and lifestyle.
It is a marketplace, but, at the same time, it is much more. It provides a new shopping experience, fun, simple, and focused on entertainment. You can find, for example, exclusive content created by influencers or virtual makeup trial lenses.
So far, everything indicates that its landing will be a success. Why? Because the project bets on an exciting program of advantages/loyalty rewards for users: A 30% discount on your first purchase (only for over 10€ in your order), free shipping on baskets from 10€, and a daily flash offer with discounts of up to 60% that - Alibaba promises - you will not find anywhere else.
In addition, every day you can see which items will be discounted the next day, a great idea to plan your shopping and save it for later.
All in all, it seems clear that Alibaba is pushing strongly to position itself as a household brand in Spain, with a combined strategy of new physical stores - AliExpress Plaza Stores - and the new Miravia.
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