Alibaba has amazing programs designed to help up-and-coming brands achieve rapid growth. When I discuss these programs with brands, they’re often worried they’ll have to give up control in order to participate.

“Will we have to do everything Alibaba suggests?” they ask.

The answer depends on the size of your brand and what your goals are.

If you’re a well-established brand that has been successful in China, you naturally have more leverage. You can often dictate terms and accept or reject offers as you see fit.

But when you’re coming in as a smaller brand, e.g., a “1” who wants to get to “10” quickly, then Alibaba has more say in what you must do to get their support.

Keep in mind…they’re not making you a bad offer. They’re saying, “Look, do these things that we’re asking, and in return when you integrate them into this store or event, you can expect to see 5 or even 10 times the result.”

Alibaba shows you how to amplify results inside their platform because they want to own the entire path to purchase.

Even if you decide not to participate or do it on a limited basis, you’ll learn the most important things you need to get right.

That winning combination is a roadmap to sustainable online success in China.

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