阿里巴巴希望在天貓出售更多美國商品，刺激銷售增長。在中國兩大網(wǎng)商的較量中，天貓占據(jù)優(yōu)勢。分析師認為，日益擴大的中國中產(chǎn)階層對美國商品和美國品牌非常好奇，通過滿足這個階層的需求，位于杭州的阿里巴巴可將收入增加15%甚至更高。

阿里巴巴與其美國合作伙伴并未披露銷售總額。不過根據(jù)截至目前已知的數(shù)據(jù)可以看出，天貓購物者真正想要的是美國食品。中國不衛(wèi)生食物引發(fā)的爭論備受關(guān)注，這讓外國品牌在中國獲得了巨大聲望。基于類似的理由，國外化妝品和個人衛(wèi)生用品在中國也頗受歡迎。

以下是天貓上最暢銷的幾款美國商品：

好市多什錦堅果：好市多（Costco）決定通過天貓出售食品之后，什錦堅果是其運往中國的首批商品之一。在2014年光棍節(jié)，阿里巴巴通過天貓賣出了3噸好市多堅果。2015年，2磅裝的好市多什錦堅果賣出了245噸。2014年光棍節(jié)，好市多在天貓賣出的堅果和其他商品的總價值達到350萬美元。2015年光棍節(jié)前一個小時的銷售額便達到了350萬美元。

好奇紙尿褲：嬰兒用品，尤其是紙尿褲和配方奶粉，是天貓的銷售主力。2015年光棍節(jié)，金佰利克拉克共賣出了80萬包好奇嬰兒紙尿褲，是在這個購物季最暢銷的美國品牌之一。供應(yīng)鏈專家吉姆?湯普金斯解釋說，“中國消費者普遍不信任”中國制造的個人衛(wèi)生用品。他們“非常關(guān)心孩子用的和吃的東西。”湯普金斯負責幫助美國品牌管理如何將商品運送至國際市場進行銷售。

本杰瑞、哈根達斯和布利斯冰淇淋：2014年夏，天貓在中國首次嘗試使用專門運輸冷凍食品的卡車，在線銷售和配送冰淇淋。在2014年悶熱的夏天，冰淇淋訂單超過1萬份，商品被配送到中國210多個城市，而且若在配送途中冰淇淋融化買家可獲得全額退款。

車厘子：2013年，天貓與美國西北車厘子協(xié)會合作，將180噸車厘子出售給中國消費者。2014年，銷量增長到600噸。隨著物流的日趨完善，美國車厘子可以在摘下之后48至72小時內(nèi)交付給阿里巴巴的客戶。這些車厘子通過空運運送到北京和上海。

來自華盛頓州的蘋果：華盛頓蘋果委員會是天貓國際相對較新的商戶。但不久前，由于擔心將境外昆蟲帶入中國，中國監(jiān)管部門禁止進口蘋果。2014年春，華盛頓蘋果委員會在天貓國際上進行了一次促銷活動，銷售在華盛頓農(nóng)村種植的盒裝蘋果。那一次活動共售出了5000箱蘋果，銷售額達到10萬美元。2015年光棍節(jié)促銷活動期間，中國消費者購買了7500箱蘋果，價值15萬美元。2015年的購物者還有額外驚喜：光棍節(jié)售出的來自華盛頓州的所有蘋果，均帶有二維碼，買家可以用手機掃描二維碼驗證蘋果的真實性。（財富中文網(wǎng)）

譯者：劉進龍/汪皓

Chinese e-commerce juggernaut Alibaba is trying to stoke its sales growth by selling more U.S. products on Tmall, the more upscale of its two big Internet marketplaces. Analysts believe the Hangzhou-based company could boost its revenue by 15% or more by connecting the rapidly expanding Chinese middle class, who are curious about American products, with U.S. brands.

Alibaba and its American partners generally don’t disclose the dollar totals for their sales. But based on the numbers that have emerged so far, what Tmall’s shoppers really want is American food. High-profile controversies involving contaminated food in China has given foreign brands even more cachet there. (Cosmetics and personal-hygiene products are popular for similar reasons.)

Here are some of the top-selling U.S.-produced items on Tmall:

Costco mixed nuts: When Costco decided to sell food via Tmall, mixed nuts were one of the first products they shipped. On Singles Day (Alibaba’s version of Black Friday) in 2014, Alibaba sold 3 tons of Costco Nuts on Tmall. This year, Costco sold 245 tons of mixed nuts, in 2 pound bags. On Singles Day in 2014, Costco sold $3.5 million worth of nuts and other merchandise on Tmall. On Singles Day in 2015, it sold $3.5 million in just the first hour.

Huggies diapers: Baby products, specifically diapers and formula, are massive sellers on Tmall. On Singles Day of 2015, Kimberly-Clark sold 800,000 packs of its Huggies baby diapers, which were one of the top-selling U.S. brands on the shopping holiday. “Chinese people are generally distrusting” of personal-hygiene products made in China, explains Jim Tompkins, a supply-chain expert who helps U.S. brands manage how they ship and sell items to international markets. They’re “very concerned with anything that goes on the body or in the body.”

Ben and Jerry’s, Haagen-Dazs, and Breyers ice cream: In the summer of 2014, Tmall conducted what it says was China’s first ever online sale and home delivery of ice cream, using trucks specialized to transport frozen food. More than 10,000 orders were sold and delivered in the middle of a sweltering summer to more than 210 cities across China, with full refunds guaranteed if the ice cream was not kept frozen throughout delivery.

Cherries: In 2013, Tmall.com partnered with U.S. Northwest Cherry Growers to sell 180 tons of cherries to Chinese consumers. Sales increased to 600 tons in 2014. Because of improved logistics, American cherries can be delivered to Alibaba customers as little as 48 to 72 hours after they’re harvested. They’re shipped via plane to Beijing and Shanghai.

Apples from Washington State: The Washington Apple Commission is a relatively new seller on Tmall Global. (Not long ago, imported apples were banned by Chinese regulators who feared they would bring outside insects into the country.) In the spring of 2014, the commission held a promotion on Tmall Global to sell boxes of apples grown in rural Washington. The sale sold 5,000 cartons of apples, or sales of $100,000. This year, Chinese consumers bought 7,500 cartons of apples, worth around $150,000 from Singles Day promotions. But shoppers got a surprise: On this year’s Singles Day, all apples sold from Washington State included a QR code, which allows purchasers to scan them with their mobile phone to verify the authenticity of the fruit.