阿里巴巴Miravia强势进军西班牙电商市场 半年内下载量登顶
中国互联网巨头全球电商布局再添新军 | Chinese Internet Giants Expand Global E-commerce Footprint
近年来，国内互联网企业加速全球化布局，电商领域竞争日趋激烈。拼多多通过Temu进军北美市场，字节跳动依托TikTok开拓社交电商新赛道。作为出海先行者，阿里巴巴2022年底在西班牙推出的综合电商平台Miravia表现尤为亮眼，迅速跻身当地最受欢迎电商平台之列。
In recent years, Chinese internet companies have accelerated their global expansion, with intensifying competition in the e-commerce sector. Pinduoduo entered the North American market through Temu, while ByteDance pioneered social commerce via TikTok. As an early mover in overseas expansion, Alibaba's comprehensive e-commerce platform Miravia, launched in Spain in late 2022, has shown particularly outstanding performance, quickly becoming one of the most popular e-commerce platforms in the region.
Miravia下载量登顶西班牙市场 | Miravia Tops Download Charts in Spanish Market
根据data.ai三月数据显示，在西班牙电商应用下载排行榜中，阿里巴巴旗下Miravia和速卖通(AliExpress)分别位居第一和第三。值得注意的是，Miravia的下载量已超越SHEIN，成为西班牙最受欢迎的购物应用之一。
According to March data from data.ai, among Spain's e-commerce app download rankings, Alibaba's Miravia and AliExpress ranked first and third respectively. Notably, Miravia's downloads have surpassed SHEIN, becoming one of the most popular shopping apps in Spain.
平台定位与核心优势 | Platform Positioning and Core Advantages
Miravia是阿里巴巴集团专为欧洲市场打造的高品质时尚电商平台，具有以下差异化优势：
- 严格商家筛选机制，确保正品保障
- 覆盖全品类商品，满足不同消费需求
- 实时互动功能与促销信息推送
- 免费送货及无忧退换货政策
Miravia is Alibaba Group's premium fashion e-commerce platform specifically designed for the European market, featuring the following differentiated advantages:
- Rigorous merchant screening mechanism ensuring authentic products
- Comprehensive product categories meeting diverse consumer needs
- Real-time interaction features and promotional notifications
- Free shipping and hassle-free return policies
西班牙市场的战略选择 | Strategic Choice of Spanish Market
阿里巴巴选择西班牙作为重点市场主要基于以下考量：
1. 电商增长潜力：西班牙是欧洲少数保持正增长的市场，2022年线上交易额达240亿美元，同比增长38%
2. 用户基础优势：智能手机普及率达81%，为欧盟最高水平之一
3. 网红营销生态：网红人口占比达3.33%，社交电商发展成熟
Alibaba's selection of Spain as a key market is based on the following considerations:
1. E-commerce growth potential: Spain is one of the few European markets maintaining positive growth, with online transaction volume reaching $24 billion in 2022, a 38% year-on-year increase
2. User base advantages: Smartphone penetration rate reaches 81%, among the highest in the EU
3. Influencer marketing ecosystem: Influencers account for 3.33% of the population, with well-developed social commerce
差异化运营策略 | Differentiated Operational Strategies
与其他跨境电商平台不同，Miravia主要定位于：
- 高价值用户群体
- 本土优质商家
- 高品质商品
平台目前涵盖美容健康、时尚服饰、家居园艺、3C电子等七大核心品类，已吸引Primor、L'Oréal、LEGO等国际知名品牌及小米、UGREEN等中国品牌入驻。
Unlike other cross-border e-commerce platforms, Miravia primarily targets:
- High-value user groups
- Local premium merchants
- High-quality products
The platform currently covers seven core categories including beauty & health, fashion, home & garden, and 3C electronics, having attracted international brands like Primor, L'Oréal, LEGO as well as Chinese brands such as Xiaomi and UGREEN.
商家入驻信息 | Merchant Registration Information
Miravia采用定向招商模式，有意向的商家可通过中国招商官网(cnseller.miravia.com)提交申请，平台将在5个工作日内完成审核。符合条件的商家将通过钉钉或电话收到入驻通知。
Miravia adopts a targeted merchant recruitment model. Interested merchants can submit applications through the China Merchant Recruitment official website (cnseller.miravia.com), with platform review completed within five working days. Qualified merchants will receive admission notifications via DingTalk or phone calls.
