On February 5, the Chinese marketplace AliExpress launched a new sub-brand in Russia "Low-cost carrier". A representative of the company told RBC that the new format was developed specifically for Russia and will actually become the third brand here Alibaba Group – after AliExpress and Tmall.

Goal «Low-cost airline»& nbsp;– attract a young «low-budget» audience. Therefore, first it will appear in the mobile application AliExpress, the main audience of which is users under 25 years old. In addition to this segment, the new format is aimed at those who have never made purchases on the site before. «Low-cost carrier» will help attract new users, especially in cities with millions, explained the representative of AliExpress.

As the representative of the Chinese retailer notes, «Low-cost carrier» – this is a discounter that specializes only in goods worth up to 600 rubles. These categories now account for about six of the twenty most popular requests on AliExpress.

Development Director AliExpress in Russia and CIS countries Mark Zavadsky reported that "Low-cost carrier" is needed, among other things, not to position more AliExpress as a discounter. According to him, the company is already moving away from this image: this can be seen both by the average check and by the changing profile of buyers who are increasingly choosing more expensive products.

«With the launch of «Low-cost carrier» we will be able to clearly divide the flows of buyers: for a young audience and beginners Low-cost airline; for regular and confident customers AliExpress;for those who want to buy well-known brands with delivery from Russia, – Tmall».

Mark Zavadsky, Development Director of AliExpress in Russia and CIS countries

AliExpress is part of the Chinese Alibaba Group, which is engaged in online trading, electronic payments, cloud services, as well as film production.

Source: RBC

Photo: shutterstock