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Tech & Science Alibaba, the Chinese retail giant, is setting up a pop-up store in Paris to test the

14:10  25 september  2020
14:10  25 september  2020 Source:   ouest-france.fr

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Une queue devant la boutique éphémère d’AliExpress à Paris, le 24 septembre 2020. market © GEOFFROY VAN DER HASSELT / AFP A queue in front of the AliExpress ephemeral store in Paris, September 24, 2020.

An AliExpress store opened its doors in Paris on an ephemeral basis to test the French market, which is very buoyant according to the company, its parent company, Alibaba. The latter would therefore consider opening several stores in France, as is already the case in Spain.

From Thursday September 24 until Saturday September 26, Parisians can take advantage of a new boutique in the center of the capital (Les Halles district). This is the first AliExpress store, owned by Chinese company AliBaba.

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It's D-Day Meet at 6 p.m. for the opening of our pop-up store!

11-15 rue des Halles 75001 Paris pic.twitter.com/rf93meiPYM

- AliExpress France (@AliExpressFr) September 24, 2020

Entertainment and innovation at the heart of the ephemeral store

Inside this boutique, innovation is at the rendezvous. The company relies on entertainment, games and video demonstrations to convince visitors.

Some 300 decoration, fashion and even electronics products are presented to the public. The visitor cannot buy the products on the spot but he can "touch them, see that the quality is there" specifies the French general manager of Alibaba. If the product interests him, he can have it delivered to his home "most often in three to five days" thanks to QR codes.

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#ecommerce AliExpress opens its first 240 m2 #popupstore in Paris, until Saturday. 300 articles, among the best sellers of the platform are accessible. Products are ordered via a photo search tool #innovation + info to come on @LSAconsommation pic.twitter.com/z120zn904o

- LSA CommerceConnecté (@LSA_CC) September 24, 2020

Mais the main attraction of the store remains its “AliExpress Live” space: influencers test products there by filming themselves in a continuous stream. "The lives in French represent real added value for AliExpress since users are in direct contact with testers who can advise purchases as would a seller in store" , explains the company to BFMTV , for whom these advice enables “to re-integrate human relationships and a social bond into the online shopping journey” .

A test before opening a store in France?

Finally, the ephemeral store serves above all as a test for the Chinese company. "There are two countries in Europe where AliExpress has developed very quickly: Spain and France" , notes in Le Parisien the French general manager of Alibaba, Sébastien Badault. Two stores have indeed opened in Spain, one in Madrid, the other in Barcelona.

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Already in November, Yang Ning, the Managing Director of AliExpress, told the daily "to think seriously about it for France" . In addition to wanting to test the French market, Alibaba has a dual objective with the installation of this "pop-up store": to highlight the innovative side of the company and to improve the image of the brand.

According to Le Parisien, France is Alibaba's fourth largest market, outside of China, after Russia, the United States and Spain. The Chinese company announced, at the end of August, an increase in its sales despite the coronavirus crisis.

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