E-commerce company the Alibaba Group will launch an advertising campaign in the US on Monday in an effort to build up its brand outside of China, the Wall Street Journal reported. The move comes as the company is trying to find new markets overseas. The campaign, projected to cost approximately US$30 million, will introduce US small business owners to the company’s English-language site via testimonials of entrepreneurs who became successful by sourcing via Alibaba. Currently only about 1.3 million of Alibaba’s 8.6 million English-language site users are US-registered companies. Alibaba.cn, the company’s Chinese site, has 32 million registered users. The campaign will run in magazines such as Fast Company, on websites including CNN Money, and on the CNBC and ABC television networks.
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