SAN FRANCISCO (Reuters) - Chinese e-commerce company Alibaba Group Holding Ltd is debuting a global marketing campaign outside China for the first time, the company said on Monday, with the release of Olympic advertisements focussing on underdog stories in countries such as the United States, Britain, South Korea and Japan.
The international advertising push, which includes videos featuring the Kenyan ice hockey team, comes as the $525 billion company looks for growth abroad to maintain investor expectations while the broader online retail market in its home market in China has become more saturated.
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