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Complete Marketing Mix of Alibaba 


The Marketing Mix of the Alibaba group tells the 4ps (Product, Price, Place, and Promotion) of the best E-commerce giant in the world- Alibaba! is one of the world’s largest e-commerce companies, and it is consistently one of the top 20 websites in terms of traffic. It is also one of the corporations that have played a significant role in propelling China to the forefront of global trade.

Alibaba’s marketing mix assists the corporation in establishing a competitive market position and achieving its business goals and objectives.

Let’s start with the Marketing Mix of Alibaba to learn more about their product, price, promotion, and distribution approaches.

Product in the Marketing Mix of Alibaba

Alibaba is a prominent e-commerce online company established in China. The Alibaba marketing mix includes a wide range of services and products. There’s, the world’s largest B2B sales platform for small businesses. Aliexpress is an online retail site where you can buy things that Chinese companies ship to a variety of nations. In Chinese, Autonavi, which provides maps, is the market leader in navigation.

Marketing Mix of Alibaba

In addition to, the Alibaba group in China developed Taobao, which is the counterpart of a business-to-consumer e-commerce shop. It is China’s largest E-commerce store and the country’s second-most frequented website.

Another of its offerings is Alipay, which is a platform for online payments with no transaction costs. It also has its film studio, Alibaba Pictures, and is active in the media. The other two services for sports events and pharmaceutical e-commerce platforms are Alisports and Alihealth, respectively.

Alibaba has a plethora of different web items. As previously said, China is not an open market, which Alibaba exploited by following a path similar to that of Amazon and Google in the United States. It has released a wide range of online products.

  • China Yahoo
  • Juhuasuan
  • Alipay
  • Autonavi
  • Alibaba Pictures
  • Alihealth
  • Alisports 

The Alibaba group covers a wide range of other businesses. Overall, as we can see, Alibaba has greatly expanded its online footprint, in addition to its current presence in the United States.

Price in the Marketing Mix of Alibaba

As it strives to penetrate new areas, Alibaba employs a price strategy known as penetration pricing. As a result, it gives discounts and cashback to clients on its website, lowering its share of purchases. Some of the services they provide have no transaction costs. Some services, such as Aliexpress, do not charge a registration fee. 

Alibaba’s principal source of revenue comes from adverts placed on its website by businesses. Customers that sign up for membership generate supplementary revenue. It may also use competitive pricing to sell items at prices comparable to competitors to promote sales. Overall, it is far more cost-effective for the majority of customers.

When opposed to the substantial fees charged by Amazon or other portals to its sellers, Alibaba has a relatively low fee, which may be described as penetrative pricing.

Place in the Marketing Mix of Alibaba

Alibaba acts as a middleman by utilizing the Internet. Its services are available online and are thus provided via websites. They can reach a larger audience for their specialty items as a result of this. Alibaba accounts for about 80% of all e-commerce in China.

They are able to reduce distribution expenses due to the digital platform on which they conduct business. They just entered the US market with an IPO that was one of the largest in the country’s history.

As of now, is the only portal with a worldwide presence, while the rest of the Alibaba group’s portals are solely focused on China. However, most of them are market leaders, with Taobao being the market leader for consumer-to-consumer platforms, Autonavi being the market leader for maps, and Tmall having a large market share for global brand sales.

Alibaba boasts that its worldwide business-to-business platform,, can export to 240+ nations. At the same time, the gateway is expanding its physical footprint throughout the globe.

Promotions in the Marketing Mix of Alibaba

Alibaba promotes the brand in a variety of ways. It promotes using conventional media such as print, radio, and television. It promotes itself using catchy taglines. Alibaba uses digital media to market its services because the majority of them are available online.

Marketing Mix of Alibaba

They’ve also sponsored international events such as the Beijing Olympics. It also sponsored Australia-China Corporate Week, which was one of the most high-profile business events of the year. Offers, discounts, festive sales, and cashback for purchases made on its e-commerce platforms are some of the numerous ways it advertises itself.

I hope you have gathered all the necessary information about the Marketing Mix of Alibaba and the 4 P’s of Alibaba. Stay tuned for more Marketing Mix Articles.