Ucan 2020: Alibaba Brand Zoo

Alibaba Design

Alibaba Design consists of more than 2,000 designers from 40 design teams across the Group, including Taobao, Tmall, Fliggy, Ant Financial, Alibaba Cloud, AliMama, Cainiao Logistics, Alibaba Entertainment, Koubei, DingTalk, Alibaba Auction and Xianyu.

Ucan is a global design industry conference hosted by Alibaba Design, with a commitment to global design and business, export value, empowerment and the future. It‘s also a platform for the industry and business partners to promote, showcase, communicate and collaborate.

Ucan 2020 official website: ucan.alibabadesign.com

Alibaba Zoo

Alibaba Zoo is a group branding concept for Alibaba Economy consists of sub-branding from different business units of Alibaba, such as Tmall, Hema, Youku, Feizhu and so on. Through a process of unified managing, design and operations, Alibaba designers have formed a meta-group image branding that naturally incorporates all business units with more brand affinity to our customers -- and it represents Alibaba Economy as a whole.Alibaba Zoo is a group branding concept for Alibaba Economy consists of sub-branding from different business units of Alibaba, such as Tmall, Hema, Youku, Feizhu and so on. Through a process of unified managing, design and operations, Alibaba designers have formed a meta-group image branding that naturally incorporates all business units with more brand affinity to our customers -- and it represents Alibaba Economy as a whole.

Brand Design Thinking

Alibaba Zoo is a "secondary branding" which is part of the main branding of Alibaba Economy. This determines its natural mission for public relations and information conveying of Alibaba. Therefore all behaviors and brand perception of Alibaba Zoo need to bring positive brand influence to the main brand of Alibaba.