Through AliExpress, Alibaba is inviting Spain's retailers to partner with it to fend off the threat of Amazon. Spain is Alibaba's third-largest market worldwide, after China and Russia. About a year ago, several large retailers in the country signed on to become pick-up points for purchases made on Alibaba's portal. Aliexpress has already opened pop-up shops in the department stores of El Corte Inglés. Alibaba is now trying to bring more and more Spanish companies onto its platform. Through a deal with the Antena 3 TV station, this year's Chinese Singles Day (11/11) sale was punctuated every hour on the hour with raffles open to all who made purchases through AliExpress in Spain. Discounts ranged from 40 to 50 percent. This year's sale generated about $31 billion in revenues, and Aliexpress is hoping it will prove a watershed event, inciting all retailers to join in.

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