JD.com has challenged China ecommerce rival Alibaba with the launch of a cross-border platform designed to bring foreign brands to the Chinese middle class.

中国电商集团京东(JD.com)向国内竞争对手阿里巴巴(Alibaba)发出挑战，推出了一个旨在为中国中产阶层带来国外品牌的跨境网购平台。

The platform, JD Worldwide, highlights the eagerness of US groups to enter the ecommerce market in China, which is dominated by local participants.

京东全球购(JD Worldwide)平台凸显了美国企业对进入由本土企业主导的中国电子商务市场的渴望。

JD Worldwide enables international businesses to sell directly to China consumers without needing to establish a legal presence on the mainland, lowering the barriers to entry for brands.

京东全球购使国际企业能够直接面向中国消费者进行销售，不需要在中国内地设立法律实体，降低了品牌准入的壁垒。

The cross-border platform includes the launch of an eBay store that allows Chinese shoppers to buy goods from US eBay sellers.

这一跨境网购平台包括了“eBay海外精选”频道的上线，可以让中国消费者向美国eBay卖家购买商品。

US group eBay was an early leader in China’s ecommerce sector¹ but has lost out to fierce competition from Alibaba, which dominates the local market.

美国在线零售商eBay在中国电商行业发展初期处于领先地位，但在与阿里巴巴的激烈竞争中败下阵来，后者在中国市场占据了主导地位。

The competition with eBay prompted Jack² Ma, Alibaba’s chairman, to quip: “Ebay may be a shark in the ocean, but I am a crocodile in the Yangtze. If we fight in the ocean, we lose, but if we fight in the river, we win.”

对于与eBay的竞争，阿里巴巴集团董事局主席马云(Jack Ma)曾诙谐地说：“eBay是海洋中的鲨鱼，而我们是长江中的扬子鳄。如果在海洋中对抗，我们将会失败。但如果在长江里对抗，我们将取得胜利。”

Ebay’s strategy to get back into the Chinese market with the help of more established local brands such as JD.com follows last month’s move by Amazon to open a store on Alibaba’s Tmall sales website.

Ebay借助京东这样的较成熟本土品牌重回中国市场并非首开先河，上月，亚马逊(Amazon)就入驻了阿里巴巴旗下的天猫商城(Tmall)。

JD.com, backed by Alibaba arch-rival Tencent, said of yesterday’s platform launch: “Ebay’s channel on JD Worldwide will showcase a variety of top categories and popular brands.”

京东得到阿里巴巴主要竞争对手腾讯(Tencent)的支持。对于昨日平台上线，京东表示：“京东全球购平台的ebay频道将展示种类繁多的优质商品和流行品牌。”

JD.com is the largest Amazon-like direct sales ecommerce seller in China, boasting its own distribution and logistics network, though Alibaba dominates the local industry in traffic numbers.

京东是中国最大的类似亚马逊的直销电商，拥有独立的配送和物流网络，但在交易额上阿里巴巴是行业领军者。