AliExpress opens first European store and Madrid goes mad

HUNDREDS of shoppers spent up to two nights camped outside the first-ever European branch of Chinese technology giant AliExpress before it opened yesterday (Sunday) morning in Madrid, in a bid to be first through the door to grab their latest-generation technology.

David, who had been sleeping on the floor outside the shop since Friday afternoon, was the first to get in when it opened at noon yesterday and the first to leave with a state-of-the-art Smartphone in his hand, to a backing track of applause from staff.

Those who had spent 48 hours camping outside AliExpress Plaza were hoping to get their hands on the free gifts promised on the opening day, which included Smartphones, electric skateboards, hands-free robot vaccuum-cleaners, drones, and dashcams.

The dedicated shoppers also got a much-needed free coffee, known as an AliExpresso and which all customers can now get from a machine in store, in the style of Waitrose supermarkets in the UK.

Whilst over 3,000 customers had camped for up to two days in the Intu Xanadú shopping centre, only the first 500 were given free gifts, hence the furore involved ahead of yesterday's opening.

Most of those who had heard of AliExpress' planned opening in Madrid – a first for Spain and for the continent of Europe – imagined it to be a bit like a high-street Chinese bazaar, which are present in most towns and sell everything from household and DIY implements to picture frames, pet accessories and cheap clothes and handbags, all at low prices, and which have replaced the old 100-peseta or 'Todo a 100' shops across the country.

But AliExpress Plaza turned out to be more of an ultra-modern gallery in the style of the globally-famous Apple stores.

Its wares are spread out on wide, long tables along a transparent corridor with minimalist stands showcasing Smartphones and tablets by big names such as Huawei, Xiaomi, Samsung and Apple – the latter of which has its own store just metres away and has now found a direct competitor on its doorstep.

The central part of the AliExpress shop displays electric skateboards, drones, robot vaccuum-cleaners, coffee machines and other electronics, and a 'themed' area includes a video-game zone with a sofa opposite a giant flat screen so customers can try out the latest games on the market.

AliExpress says its aim was to introduce into Europe what it calls 'new retail', or a store which blends the 'traditional offline shopping experience' with 'all the advantages of online shopping', including QR codes which direct customers to specifics on its website.

With over 1,000 products by more than 60 manufacturers, some of them Spanish – notably Cecotec - displayed in a 760-square-metre premises, the AliExpress Plaza store is a chance for consumers to see relatively unknown international, specifically east Asian, brands in the flesh, including the hitherto-unseen Ugreen and Oppo Reno.

The above photograph, by AliExpress on Twitter, shows the huge crowds waiting to surge into the store as it opened.