Alibaba is a Chinese e-commerce company that has been proved successful in China. After reading Serinda Kong’s blog and learning that Alibaba has started entering international markets such as the United States, I personally agree with her view to a certain extent.

Like Serinda, I think that Alibaba employs differentiation strategy in its business. TaoBao, an online shopping website that is also operated by Alibaba, provides a platform for small businesses and individual entrepreneurs to sell their products online. This is an excellent example of a differentiation strategy Alibaba has already employed. However, I believe that in order to enter and dominate the international market where there is a continuous and rapid innovation, I strongly believe that Alibaba should focus on changing its differentiation strategy by offering unique attributes that are valued by international customers.

Given its major counterfeit issue, I believe that Alibaba should focus more on innovative and high quality products in order to expand out of China. In my opinion, the majority of people in developed countries expect quality products over cheap, counterfeit products. Previously successful for having a value proposition based on its Chinese customers’ wants and needs, I believe that Alibaba should also start realizing its international customers’ wants and needs that big companies such as Amazon have not met in developed countries. The faster Alibaba realizes this and provides innovative and high quality products, the better the chances for it to enter the international market and achieve success.