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Alibaba's mission is to make it easy to do business anywhere. Alibaba's founders started the company to champion small businesses, in the belief that the Internet would level the playing field by enabling small enterprises to leverage innovation and technology to grow and compete more effectively in domestic and global economies. Alibaba's long-term strategic goal is to serve two billion consumers around the world and support ten million businesses to operate profitably on our platforms.

Company Values

The Alibaba culture is about championing small businesses. We operate an ecosystem where all participants – consumers, merchants, third-party service providers and others – have an opportunity to prosper. Our success and rapid growth is built on the spirit of entrepreneurship, innovation, and an unwavering focus on meeting the needs of our customers. We believe that a strong sense of shared values enables us to maintain a common company culture and community, no matter how large we grow.

Our values are fundamental to the way we operate and how we recruit, evaluate and compensate our people.

Our six values are:


The interests of our community of consumers, merchants and enterprises must be our first priority.


We believe teamwork enables ordinary people to achieve extraordinary things.


In this fast-changing world, we must be flexible, innovative and ready to adapt to new business conditions in order to maintain sustainability and vitality in our business.


We expect our people to uphold the highest standards of honesty and to deliver on their commitments.


We expect our people to approach everything with fire in their belly and never give up on doing what they believe is right.


Employees who demonstrate perseverance and excellence are richly rewarded. Nothing should be taken for granted as we encourage our people to “work happily and live seriously.”

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