Alibaba IPO: Jack Ma's scrappy start-up takes on U.S.
SAN FRANCISCO — It was a scene straight out of Silicon Valley — only it took place across the Pacific.
In
1999, Jack Ma gathered his wife and 17 friends in his small apartment
in China's eastern city of Hangzhou, about 100 miles from Shanghai.
They had pooled $60,000 to found Alibaba, a website for businesses to sell one another goods.
The dial-up connection was so slow that Ma took more than three hours to load half a Web page.
Undaunted,
Ma roused friends with the first of many now iconic speeches, exhorting
them to turn Alibaba into a global website that could take on Silicon
Valley.
"All of our brains are just as good as theirs," he said.
That
year, Beijing-based technology consultant Duncan Clark visited Hangzhou
and found a dozen or so people crammed into the apartment, "as I could
tell by the number of toothbrushes jammed into a mug in the bathroom and
the unmistakable atmosphere of a start-up where people lived and worked
on the project 24/7," he said.
Fifteen years later, Alibaba is on
the verge of an IPO that clinches its breathtaking rise from scrappy
start-up to global powerhouse.
USATODAY
Investors are sizing up the value of Alibaba IPO
Fueled
by the growing Chinese middle class, Alibaba dominates e-commerce in
China, positioning the company at the center of the world stage and
hogging the spotlight from Silicon Valley.
"The biggest IPO in
America is going to be a Chinese company that is rising on the promise
of the Chinese economy," said Max Wolff, chief economist at Manhattan
Venture Partners.
IPO CENTRAL: Forget Alibaba! 10 IPOs doubled your money
Ma, 49, the executive chairman of Alibaba, has even greater ambitions.
"In
the past decade, we measured ourselves by how much we changed China,"
he wrote in a letter to investors last week. "In the future, we will be
judged by how much progress we bring to the world."
THE EVERYTHING COMPANY
If Amazon.com is the everything store, Alibaba wants to be the everything company.
The
Chinese technology giant is investing in a dizzying array of digital
enterprises from online video to cloud services to mobile search.
USA TODAY
Amazon, Alipay, PayPal are quietly becoming big lenders
But for the first time, Alibaba is looking over its shoulder.
It's
playing catch-up on commerce on mobile devices in the world's largest
smartphone market. The most critical task Alibaba faces: reaching the
500 million Chinese consumers who shop, chat, play games and basically
run their entire digital lives on smartphones.
Alibaba is buying stakes in companies in China and the USA, mostly in mobile and e-commerce.
In
the process, it's encroaching on its giant competitors, Baidu and
Tencent in China — and potentially on the home turf of Amazon and eBay.
USA TODAY
For Yahoo, Alibaba IPO means a shot at the top again
The
challenge for Alibaba, says Clark, chairman of China tech advisory firm
BDA: "Keeping the tremendous momentum they have achieved in their core
consumer e-commerce offering while unlocking new growth drivers in areas
such as media, financial products, entertainment, etc."
Alibaba
revolutionized commerce in China by building trust in a highly
suspicious society where most people trust only their immediate family.
Liu
Bin's family used to think Ma — known as Ma Yun in Chinese — was a
cheat, says Liu, 23, in south China's booming Guangzhou city.
But
in recent years, the family business, Blue as Water Garments, has
embraced Alibaba as snugly as the bras and underwear it sells to online
customers across China.
Wholesale and retail buyers from other provinces used to visit its shop and factories in person.
"Later
we were surprised we could earn more through Alibaba, because buyers
could see all our products and save time and energy," Liu said.
"Shipments grew faster and faster, and all thanks to Ma Yun. What a
clever website he has created."
Building an "architecture of
trust" through verified online payments, ratings and other mechanisms
"allowed Alibaba to empower consumers and merchants, breaking the cycle
of mistrust which had hampered the industry before and which hampers
whole swaths of Chinese society still to this day," Clark said.
That
empowerment has changed the lives of small business owners, said Porter
Erisman, a former Alibaba employee who directed the documentary Crocodile in the Yangtze: A Westerner Inside China's Alibaba.com.
"Entrepreneurship
is one of the only outlets for young people to chart their own
destinies," Erisman said. "That's why you see so many people passionate
about e-commerce in China."
They are also passionate about working for Alibaba, which tops surveys of employers for young Chinese.
CULTISH CORPORATE CULTURE
Inside Alibaba, the company has a cultish corporate culture that is both colorful and quirky.
Company
employees "Alipeople" are encouraged to take nicknames from warriors in
martial arts novels. (Ma goes by "Feng Qingyang," a swordmaster and
kung fu guru who trains his apprentice to become a hero.)
Their
job performance is partly judged by fidelity to the company's core
values including integrity, teamwork and putting customers first.
American Idol-like competitions pit departments against one another. Ma himself is not shy about taking the stage.
At
a stadium rally to celebrate the 10th anniversary of Alibaba in 2009,
Ma appeared in a blond wig and black leather jacket with red flames and
metal studs and belted out Can You Feel the Love Tonight?
Ma owes jubilant moments such as those to an early skirmish with eBay.
In
2003, Alibaba launched Taobao ("search for treasure"), in which
consumers sell to each other, challenging eBay, which at the time had
80% of the market in China.
Ma, who as a young man read the books
of Hong Kong martial arts novelist Louis Leung-Yung Cha, decided to use
his opponent's strength against it, publicly declaring war on eBay and
drawing much needed media attention to Taobao.
"EBay is a shark in
the ocean; we are a crocodile in the Yangtze River," Ma said at the
time. "If we fight in the ocean, we will lose, but if we fight in the
river, we will win."
At great cost to his company, Ma kept the
listings on Taobao free, and by 2007, eBay's market share in China had
shrunk to less than 8%. The Silicon Valley giant retreated from the
market, marking a turning point for Alibaba.
"The battle generated
so much buzz in China that it accelerated the growth of e-commerce,"
Erisman said. "Once eBay withdrew from China, it was an open field, and
Alibaba had a huge lead."
THE WORLD'S LARGEST SHOPPING MALL
Its two shopping platforms, Taobao and Tmall, connect retailers with consumers.
Alibaba collects most of its revenue from commissions and advertising.
Beijing
housewife Zhang Jiazhi, 32, swears by the storefronts on Taobao. Using
her smartphone, Zhang shops for products for her 2-year-old daughter.
Taobao is an important part of her life, for shopping and sheer
pleasure, she says.
"Products
sold in real shops are more expensive than the ones sold in Taobao
shops. I heard you can buy any products in ordinary supermarkets in
America, but we don't have so many to choose from in Chinese
supermarkets," Zhang says.
Zhang does want Alibaba to do more to crack down on counterfeit goods, something it has pledged it would.
"I,
and most of my friends, only trust baby products from America or
European countries," she says, after a string of fake infant formula
incidents. "It's easy to buy these imported products in Taobao. But you
must have sharp eyes, because there are many counterfeits, too."
During
its road show this week to persuade U.S. investors to buy the stock,
Alibaba executives said they expect the average spending per buyer to
increase over time.
On a single day in November 2013 — the
equivalent of Cyber Monday in the USA — Tmall and Taobao customers spent
a record-shattering $5.7 billion.
Talk about disruption.
"This
is the largest e-commerce company in what will be the largest
e-commerce market in the world," Bernstein Research analyst Carlos
Kirjner says. "Everything about it is: Wow."
MacLeod reported from Beijing. Contributing: Sunny Yang in Beijing.