Alibaba’s 11.11 Global Shopping Festival 2020 Ready to Open

3:05:56 PM | 30/10/2020

Alibaba Group held its Asia Pacific press conference for the 11.11 Global Shopping Festival 2020 at the Sheraton Grand Hangzhou Wetland Park Resort in Hangzhou on October 29, with a mix of in-person and virtual attendees from across the region.

Various executives from Alibaba Group shared on the objective and scale of this year’s festival, how the Alibaba ecosystem will help local merchants to participate in 11.11, as well key highlights of the annual global shopping festival, which is set to be the Group’s largest 11.11 event since its inception.

Chris Tung, Chief Marketing Officer, Alibaba Group, emphasized the importance of embracing innovative digital technologies and shared more on how Alibaba is helping more brands – both in mainland China and overseas – participate in 11.11 this year by doing so. This year’s 11.11 will see more brands and products making their debut on Taobao and Tmall’s platforms, with over 2,600 new overseas brands, more than two million new products, and 250,000 brands being introduced to the Festival for the first time this year. Renowned luxury brands joining for the first time include Prada, Cartier, Montblanc, Piaget, Balenciaga, and Chloé.

To cater to the wider international reach for this year’s sales, Alibaba Group’s cross-border e-commerce platform Kaola will be joining the 11.11 festivities, with Tmall Global + Kaola featuring products from 89 countries and markets.

This year’s 11.11 highlights include the new supply of over 1.2 million new imported products, the new format of on-site livestreaming, strong logistics support from Cainiao to fulfill cross-border shipments, wider brand and seller collaboration, interconnected logistics network, cutting-edge technologies, swifter and speedier deliveries, and many others.

Especially, China is the largest consumer market globally, in which international brands and merchandise appeal strongly to China’s new middle class. It is a trillion-yuan market to be digitalized. Last year, the total value of consumer goods imported into China was RMB1.5 trillion, or more than US$200 billion, while online consumption penetration was only 6%, representing a huge potential for cross-border e-commerce.

Alvin Liu from Tmall Import & Export, said that with more people shopping digitally, cross-border this year provides a perfect opportunity for brands to enter China using digital means. Before, brands always thought you need to have a physical presence in China. But we already have the logistics and payment infrastructure in place, meaning brands just need to focus on how to target their audience and work with Alibaba to deliver the right brand image to China when entering the market.

According to Chris Tung, Alibaba Group CMO, through the Covid-19 pandemic, everyone has been experiencing new lifestyles and new ways doing everything from home – whether it’s shopping from home, or working from home. Thanks to the infrastructure of e-commerce, we are able to enjoy the benefits and convenience that online shopping brings to us. This has fundamentally changed how people shop, work with colleagues, and spend time with family. It has made digital transformations and online shopping more essential.

“We believe due to COVID-19, there has been some suppression in consumer demand, which makes our sales targets challenging. However, we expect 11.11 to boost the consumer demand once again. For this year, we plan to drum up our participation in the festivities and marketing activities. We have lots of new exciting things going on on the platform – we will have an interactive game and celebrity collaborations,” said a representative of Unilever.

“We see that a lot of consumers in the six SEA markets have been migrating to e-commerce platforms to shop, and we invested in reaching out to them with new innovations and offerings. We have been working with Alibaba to gather consumer insights across these markets to develop exciting new products that will be launched on 11.11. One of the products to look forward to will be a bathing oil.

The 11.11 Global Shopping Festival began in 2009 with participation from just 27 merchants as an event for merchants and consumers to raise awareness about the value of online shopping. More than 250,000 brands are participating in this year’s event.

Nam Pham (Vietnam Business Forum)