ExclusiveTokyo 2020: "The primary purpose is to drive brand trust and relevance" (Christina Lu, AliExpress)

"AliExpress already has a rather high brand awareness in key markets such as France, Spain and Brazil. The primary purpose now is to drive brand trust and relevance especially towards younger customers. We genuinely believe that our partnership with Olympic Games is a unique opportunity," said Christina Lu, chief marketing officer for the e-commerce platform AliExpress, to News Tank on 30/07/2021.

Chinese parent company Alibaba Group became a "Worldwide Olympic Partner" of the IOC for eleven years (2017-2028) on 19/01/2017, a period that included the Olympic Games Tokyo 2020 which ended on 08/08/2021.

"AliExpress is one of the major global businesses of the Alibaba group which explains why it is a major part of its activation program during the games outside of China. AliExpress uses the Olympic Games asset globally, but mainly in targeted markets," added Christina Lu, who answered questions from News Tank Football.

How does the AliExpress brand uses Alibaba's partnership with the IOC during the Tokyo 2020 Olympic and Paralympic games?

AliExpress is one of the major global…