This hour-long live streaming generated 152,000 pageviews for the brand. Tmall: High-end e-commerce is getting stronger through live streaming and community. Tmall is a division of Taobao, a B2C / C2C e-commerce website under the Alibaba umbrella. In order to better segment the audience, Tmall is positioning itself as a high-end B2C online retailer to differentiate itself from Taobao. This platform allows luxury brands to sell products in mainland China, Macau, Hong Kong and Taiwan. With more than 500 million active users in February 2018 , this site is the second e-commerce site in the world in gross merchandise value (GMV /) and the third in number of visits.
In 2019, to serve its luxury-hungry consumers, Tmall launched the Luxury Pavilion , a separate platform that allows top brands Japan WhatsApp Number List to open flagship stores on Tmall. A large number of luxury brands have joined the program. To name a few: Valentino, Versace, Isabel Marant, Chanel, Bottega Veneta, Net-A-Porter, Michael Kors, Givenchy and Burberry. Earlier this year, another addition sparked excitement within the Tmall community: Cartier opened its independent boutique on Tmall , further strengthening its engagement with Chinese consumers.
Cpq Software Thus Simplifies The Pricing
There are several attributes that make Tmall a particularly useful platform for luxury brands. Tmall is on the way to establishing China’s most powerful influencer accelerator program. With the help of e-commerce giant Alibaba, this project will build an ecosystem of global influencers Tmall, a group of local and international thought leaders who share their experiences and preferences with consumers. To kick off the initiative, Tmall invited Kim Kardashian West , American reality TV star / influencer / social media businesswoman, and Viya Huang, a Chinese KOL, to co-host a live stream.
And KKW Beauty ran out of merchandise within minutes! Branded content marketing, live streaming, influencer marketing, user-generated content, socialization and a huge online community: all of these attributes combine into a one-stop e-commerce platform where the ‘attract, funnel’ funnel. engage and buy ‘is easily set up. L’Oréal, the best-selling beauty brand on Tmall, took full advantage of these features last year. The company organized a Single’s Day presale and asked a leading influencer to broadcast on this platform 17 hours a day, or 392 hours in total. Over 10.34 million orders have been placed ! It was a record. Tmall is also an effective customer service tool.
Product Presentation Process, Making The Sales Process Much More Efficient And Transparent.
Users can communicate with brands directly through AliWangWang, an instant messenger where customer service representatives are usually present until midnight. Customers can request product and service details, learn tips and tricks, and troubleshoot after-sales issues. A few more words about Taobao Live. Taobao Live is Alibaba’s live streaming platform. It allows brands and influencers to increase interaction with the public. This new feature has already set multiple records: On Singles Day 2019, Taobao Live was responsible for 7.5% of the group’s total sales , or $ 2.85 billion.
That same day, American influencer Kim Kardashian West used the network to broadcast live alongside Viya, one of Taobao’s most popular hosts, and managed to sell 15,000 bottles of perfume within minutes . Premium beauty brand Whoo sold $ 14 million worth of products in just 6 minutes . Car maker JMC reports selling 55 cars in one second . Users spend around 350,000 hours / day on Taobao Live (we understand the interest of brands!) . Live streamer Viya managed to attract 43.15 million buyers in 8 hours , and “Lipstick King” Li Jiaqi, 36.83 million users in 6 hours. Given the difficulties faced by physical stores during the COVID-19 pandemic, the amount of live feeds doubled in January and February . Douyin / Meipai / Kuaishou: video content still effective for millennials Currently, one of the most popular social networks in China is Douyin. Douyin is the short video app known internationally as TikTok.