Tmall rolls out livestreaming across bonded warehouses at 11.11 shopping festival

Tmall will strengthen its livestreaming strategy to engage customers in this year's 11.11 global shopping festival, while it also hopes to welcome more new international brands on the platform.

As livestreaming is the key to engaging Chinese consumers, Tmall Global has introduced an upgraded strategy to set up livestream studios in bonded warehouses and regional industrial parks to build shopping excitement.

Tmall Global already has livestreaming studios in a bonded warehouse in Hangzhou, where hosts interactively share their experience on imported products with their viewers. Currently, more than 1,000 overseas brands have participated in this initiative and generated more than RMB 100 million (US$14.6 million) in revenue.

The studios will be expanded to another 10 cities in China, including Hainan and Shanghai, in the upcoming year.

In addition to domestic and overseas influencers, Tmall Global will work with celebrities and merchants to host livestreaming sessions in bonded warehouses. These sessions will include subsidies and promotions, such as offerings from Alibaba’s branded product platform Juhuasuan, to further fuel import consumption.

In addition to the new strategy, Tmall Global aims to welcome 2,600 new international brands and incubate over 2,000 in-demand overseas products at the festival.

“Due to travel restrictions, there is significant growing demand for imported goods among Chinese consumers,” said Alvin Liu, president of Tmall import and export.

“International brands need a trusted channel for reaching Chinese consumers, while domestic shoppers are looking for ways to buy more quality products from abroad. Our capabilities in consumer analytics, logistics, channel management and marketing support are making Tmall Global the premier meeting place for this activity," he added.

Related articles

Victoria Beckham Beauty kicks off flagship store on Tmall Global

Havaianas revamps storefront on Tmall

Alibaba to invest RMB10 billion in 2020, elevating Tmall Genie user experiences