阿里巴巴推出高端跨境电商平台Miravia 瞄准西班牙市场
跨境电商平台竞争加剧 | Cross-border e-commerce platform competition intensifies
据外媒报道，阿里巴巴集团将于11月30日在西班牙推出全新跨境电商平台Miravia，主要面向高端消费市场。这是阿里继全球速卖通(AliExpress)、Lazada等平台后，在跨境电商领域的又一重要布局。
According to foreign media reports, Alibaba Group will launch a new cross-border e-commerce platform Miravia in Spain on November 30, mainly targeting the premium consumer market. This is another important move by Alibaba in the cross-border e-commerce field after platforms like AliExpress and Lazada.
平台定位与特色 | Platform positioning and features
Miravia平台将专注于中高端产品，目前已确认入驻的品牌包括：
- 女装时尚：阿迪达斯、Munich等
- 美容健康：露得清、Weleda等
- 家居园艺：Cecotec、Rowenta等
- 男士时尚：Jack&Jones、Tommy Hilfiger等
The Miravia platform will focus on mid-to-high-end products. Currently confirmed brands include:
- Women's fashion: Adidas, Munich, etc.
- Beauty & health: Neutrogena, Weleda, etc.
- Home & garden: Cecotec, Rowenta, etc.
- Men's fashion: Jack&Jones, Tommy Hilfiger, etc.
营销活动与本地化策略 | Marketing activities and localization strategy
平台将通过一系列高端营销活动打开市场：
- 11月30日在马德里Reina Sofía博物馆举办VIP首发活动
- 12月1-2日在马德里开设美妆快闪店
- 在拉科鲁尼亚、瓦伦西亚等城市举办品牌展示活动
The platform will enter the market through a series of premium marketing activities:
- VIP launch event at Museo Reina Sofía in Madrid on November 30
- Beauty pop-up store in Madrid on December 1-2
- Brand showcase events in cities like La Coruña and Valencia
用户福利与物流政策 | User benefits and logistics policies
Miravia已推出iOS应用程序，并提供多项优惠：
- 新用户首单享20%折扣
- 每日闪购优惠
- 满10欧元免运费
- 30天免费退货
Miravia has launched an iOS app with multiple benefits:
- 20% discount for first-time users
- Daily flash sales
- Free shipping for orders over €10
- 30-day free returns
阿里巴巴的跨境电商布局 | Alibaba's cross-border e-commerce strategy
阿里巴巴持续拓展全球电商市场，旗下已有：
- 全球速卖通(AliExpress)：主打跨境业务
- Lazada：专注东南亚本土化
- Daraz：南亚市场
- Allylikes：试验性平台
Alibaba continues to expand its global e-commerce presence with:
- AliExpress: Focused on cross-border business
- Lazada: Specializing in Southeast Asian localization
- Daraz: South Asian market
- Allylikes: Experimental platform
