China's tech giants haven't always paid much attention to burnishing their brand image. Maybe part of the reason was that they were growing so fast they didn't have time, or maybe they didn't see much need for it. Branding isn't a strong point of Chinese companies in general.
Recently, though, there's been more image-building initiatives from companies including Alibaba, Tencent and Baidu. E-commerce and internet giant Alibaba, which has lost about a fifth of its market value since its record-breaking initial public offering in New York in September 2014, updated its non-descript corporate web page with an interactive feature called "Alibaba Defined." It uses videos and examples to explain in simple terms how the company works.
That's because many investors outside China don't really understand Alibaba's business model, which is different than Amazon's. (Alibaba connects buyers and sellers; it doesn't actually sell things itself.) "Alibaba Defined" includes a video of a rural shopkeeper who sells goods through Alibaba, and a day-in-the-life interactive feature about how a working mom in Shanghai uses all of Alibaba's platforms, from mobile payments to shopping sites to its car-hailing service.
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