Alibaba Group Holding Ltd and the Danish government have signed a memorandum of understanding to increase trade and tourism between the two nations while strengthening cooperation in anti-counterfeiting and the protection of intellectual property, according to a company announcement.
Last week, Jack Ma, founder of Alibaba posted on Weibo an appeal to Chinese legislators to toughen the laws and penalties against counterfeiting. He asked the Chinese authorities to treat counterfeiters and counterfeiting with the same imperative they used to successfully crack down on drunk driving several years ago.
"I am pleased to formalize our efforts with Denmark and open the Denmark Pavilions on Tmall Global and Fliggy, allowing Alibaba to serve Danish businesses of all sizes with direct access to the growing Chinese middle-class market," said Joe Tsai, Alibaba's executive vice-chairman.
"Danish design, art and lifestyle are admired all over the world for their sophistication and minimalism, and there is no doubt that Danish products will become even more popular among Chinese customers, enticing an ever-growing number of them to want to travel to the country themselves," he added.
Denmark will have a pavilion on Alibaba's Tmall Global imported goods marketplace, enabling Danish producers of fashion, lifestyle, home and food products to reach the over 440 million annual active buyers on Alibaba’s e-commerce platforms.
In addition, the Danish government will use Alibaba's platform to promote Denmark as a tourist destination for Chinese travelers, the first such cooperation between Alibaba and a national government.
To serve Chinese travelers, Denmark will establish a pavilion on Alibaba's travel booking platform Fliggy, providing travel tips and other information. Denmark is the first foreign government to participate in Fliggy's visa innovation program by creating an official visa information platform.
Meanwhile, Scandinavian Airlines (SAS) has formed a strategic cooperation with Fliggy to open a SAS flagship store on the platform.