Alibaba ramps up for Global Shopping Festival
Alibaba Group has officially launched pre-sale activities for its 11.11 Global Shopping Festival, kicking off the festival period with more than three weeks of marketing promotions, offline retail experiences and new product offerings from around the world.
Over 140,000 brands will participate in this year’s event, including 60,000 international brands, which will offer promotions on 15 million-plus product listings to the half a billion Chinese consumers visiting Alibaba’s platforms.
Last year, several Australian retailers, including Chemist Warehouse and Lorna Jane, participated in the 11.11 Global Shopping Festivale. Chemist Warehouse did more than RMB 100 million mark (approximately A$19.4 million) in sales – a first for any overseas retailer on the platform.
This year for the first time, Alibaba’s Tmall platform will offer special promotions on over 100 Chinese brands to the 100 million-plus Chinese consumers living overseas in Asia and around the world.
Alibaba’s logistics network Cainiao Network has invested over US$200 million to help merchants and partners handle the increase in demand from the 24-hour shopping festival.
This year’s 11.11 Global Shopping Festival will showcase the possibilities for the future of retail by infusing physical retail elements in social media, interactive content, and entertainment in one ecosystem at an unprecedented scale.
Some online to offline initiatives include:
- Over 1 million stores from different merchants will utilize various online and offline integrations under Alibaba’s New Retail models to enhance merchant operations and create innovative consumer experiences;
- More than 1,000 brands across various categories will be converting over 100,000 physical locations into “smart stores” which will feature a range of New Retail experiences from browsing, shopping tours, virtual fitting rooms, payments and deliveries;
- More than 600,000 local neighbourhood convenience stores and 30,000 Rural Taobao service centers will be part of this year’s 11.11, utilizing Alibaba’s one-stop solution to digitize their businesses and to assist merchandising and inventory management. These small merchants will partner with leading international brands such as Mondelez, Lay’s, Ferrero and P&G to serve more than 100 million consumers;
- Augmented-reality games like “Catch the Cat” will allow Chinese consumers to earn special promotion coupons and prizes when they find and scan the Tmall mascot using the Mobile Taobao App. Tmall mascots will be featured in thousands of retail stores including Starbucks and KFCs and other key shopping locations across China.
The company will announce more details and activities around this year’s 11.11 festivities and gala at a press conference on October 31st in Shanghai.
The gala will take place on November 10 in Shanghai. Directed for the second time by Hollywood producer David Hill, it will feature celebrity guests and performances and be livestreamed by three TV station partners in China.