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 sector 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。

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