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Cross border e-commerce in focus for Alibaba’s 8.8 Shopping Festival

Products from Australia, Europe, US, New Zealand, Hong Kong, Japan, Korea and Thailand were in the spotlight during the annual 8.8 Shopping Festival hosted by Alibaba’s cross-border shopping site Tmall Global.

Created last year to promote its international offering, the event is held on the eighth day of the eighth month, which is considered an auspicious date in China.

While Alibaba’s 11.11 Shopping Festival, known as Singles’ Day, is all about sales, the 8.8 event has an educational focus. Tmall Global GM Alvin Liu says education is important because the awareness of international brands is still limited in China.

“We always want to bring new ideas, new merchants, new products to China,” he says.

The event was live-streamed on the Tmall mobile app, with a series of broadcasts featuring brands such as US sports nutrition company GNC, UK retailer Sainsbury’s and Korean cosmetics maker Too Cool for School using exercise routines, dance numbers and makeovers to connect with consumers.

Tmall Global hosts 7700 brands from 53 countries and regions, with 2300 joining so far this year alone.

Meanwhile, Sainsbury’s is about to double its product offering to 100 items on its flagship store on Tmall Global, launched last September.

This story first appeared on sister site, Inside Retail Asia

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