Live-Streaming a Key Part of 11.11 Global Shopping Festival in 2019
In a recent article by Reuters, we discussed how live-streaming has become a key part of Alibaba’s 11.11 Global Shopping Festival, also known as Singles Day. Here’s an excerpt:
“Over half of merchants on its Tmall marketplace used live streaming to sell products during the event, and sales generated through the medium surpassed 10 billion yuan at 8.55 a.m. (0055 GMT), Alibaba said.
Nearly all our brands have opted for livestreaming promotions sometime this year,” says Josh Gardner, who helps overseas companies sell products on Tmall as CEO of Kung Fu Data.
“It’s more entertaining than browsing through a product detail page. Traffic from livestreaming is easy to convert into transactions, and Tmall has supported stores that run livestreaming activities with resources.””
Read the full article here: https://www.reuters.com/article/us-singles-day-alibaba-sales-idUSKBN1XK0HD)
#Tmall #Alibaba #SinglesDay #Double11 #GlobalShoppingFestival #China #eCommerce
Tmall Unveils Plans for 11.11 Event (Singles Day)
At a recent conference with merchants, Tmall shared their plans for the upcoming Singles Day event.
-Thematic promotions: Tmall will prepare specific themes that can highlight products in each category.
-KOLs: Tmall has prepared various high-profile KOLs to take part in Nov. 11. Each category has its own line up of KOLs who will be promoting events through content.
-Nov.11 Traffic pack: Formalized ad credit rewarding system for any traffic brought into Taobao from external sources. Alibaba wants to bring in traffic from social media, entertainment apps, offline events via QR code and especially from video apps. Merchants will receive credits for the traffic they bring in, which they can then use for Tmall CPM and CPC ad spend.
Merchants should try to leverage all tools available and follow Tmall’s tips to maximize chances of success on this single biggest shopping event on the planet. Singles Day requires a high level of coordination between marketing strategy, execution, preparation, distributor relations, technical optimization, logistics and customer service. Brands need to make sure their own store operators have the experience executing on all areas with a strong track record on past Singles Day events.
#Tmall #China #eCommerce #SinglesDay #Alibaba
WORKSHOP: Cracking China E-commerce
Step by step…from zero to launch
Friday, November 8th
This Friday I’m running a two hour workshop for aspiring entrants into China’s dynamic digital marketplace. If you are a brand owner with time to spare, I’ll make it worth your while.
(1) Get my personal playbook showing what must happen PRE-LAUNCH. This casework is FRESH. I’ve never shared it. You’ll learn how to incubate, gear up, and find the right partners and resources (even on a shoe string) to make the project successful. All the juicy bits…no fluff.
(2) Mounir Elabridi asked for step-by-step instructions. Since this is only the second workshop I’ve ever taught, I’m giving every attendee EXTRA support, custom data and other valuable materials. 7 group exercises + in depth Q&A!
(3) Because the audience is mostly fast-growing start-ups, I decided to take the exercise one step further and answer the toughest question of all, (the one you lose sleep over)…
“What would you do if you were starting from ZERO?”
For answers to this and other key questions, register now: dirlabasexpo.com
#China #eCommerce #Workshop #Morocco #Conference #Brands #Launch
KEYNOTE: Why You Must Brand Your Way Into China
Thursday, November 7th
I’m back on stage this week speaking to 1000 digital entrepreneurs with global ambitions.
DirLabas Conference & Expo is the kind of start-up conference where you know you will be inundated with good ideas.
…the energy is PALPABLE and the organizer, Mounir Elabridi, is a humble superstar.
Only digital and ecommerce. Peer-to-peer learning, simply workshops and case studies by the guys and gals who do it…globally.
I’m honored to have a chance to share with young China hopefuls and reveal some borderline “controversial” new material.
For 6 months, we’ve been deep into point of interest…mapping the exact moment(s) when a brand reaches a tipping point.
While it’s easy take credit for someone’s success, few can prove they had anything to do with it.
And even fewer can show you HOW it is done…until now. We figured it out by studying brands whose time is precious.
They are both new to the world AND to China.
Another interesting point? None are Chinese brands.
They are global brands and their path to success here isn’t what you think.
For those with an insatiable curiosity (and time to spare,) please join me: dirlabasexpo.com
Hope to see you 🙂
#China #eCommerce #Conference #Brands
Brands that want to integrate Tmall/Taobao data into their own systems have a very hard time finding a solution. Taobao is the largest and most advanced ecommerce platform in the world, yet they seem so far behind in making data available to sellers.
There isn’t any convenient third party app that can bring in all the data from a Tmall store: Orders, logistics, CPC, CPM, traffic, performance, inventory etc. Existing apps in Taobao’s app marketplace can each only cover one individual silo of data. Very few of them provide direct integration with enterprise systems. Custom solutions exist, but they are costly, hard to manage and far from being robust.
This is actually chaos by design. At the core of all these issues is the fact that…
Taobao’s Open API platform isn’t really so open
Note: An API is just something that can feed data straight into your system without needing employees to go fetch data.
Taobao’s Open API website shows that APIs do exist for just about any piece of data. It’s just that they are guarded heavily and becoming less and less available.
There are countless types of data: Transaction data, order data, logistics data, product listing data etc. If they were all available, any developer can simply feed the data to your ERP system.
The problem is that every single API has an approval process that makes it very difficult for store owners to gain access.
Why would Alibaba do this?
The approval process favors independent software vendors (ISVs) that are publishing apps on the Taobao app marketplace. They want apps that help all stores, not just one.
But really, it is a mechanism of control. The approval process makes sure that no single entity has access to too many APIs. They each have access to a specific silo of data, eg: logistics data only, but no access to ad spend data. This is why there’s no app that can provide a 360 view of your store.
There’s also quality control. They reject API access even to legitimate software vendors if they don’t have enough experience or capital. By doing so, they keep a cleaner app ecosystem and reduce communication overhead.
In the end, they have complete control over their data and the app marketplace.
But that means store owners are stuck with using various web-based apps and their tech teams don’t have the option to build a solution themselves.
So can you still even integrate?
Custom integration is an option, but it all depends on what you want to achieve. You can collaborate with established ISVs to integrate with your system, but based on the specific goals you want to accomplish, the costs can vary tremendously.
You may want to be able to manage logistics through your company’s ERP system so that you use your existing processes to handle all warehouse shipments for your Tmall store.
You may want your system to receive all data on store activity so you can use your internal systems for reporting and analytics. Tracking store activities can cover a wide range of data: Sales, order progress, products, logistics, ad spend, traffic performance, customer service, cashflow in Alipay.
You’ll also need your tech expert to specify how your system needs to receive the data.
Potential partner ISVs will need to know every detail above and every piece of data will cost time and money; some more than others.
If you’re seeking to integrate with Tmall, it’s vital that you clearly identify and prioritize your organization’s goals clearly. Some goals may not be worth the price tag.
We have helped brands integrate some parts but it has always proved to be more difficult than what brands anticipate. Your system’s business logic may not even be compatible with Tmall’s processes at all. So it’s worth understanding the real life process of how things work for every aspect you want to integrate.
How does everyone else do it?
In China, almost everyone uses the web-based tools exclusively. In most cases, it’s not worth spending a ton of money on sophisticated integrations with a B2C platform at a very granular level.
Most stores use a few popular web-based ERP systems and analytics tools. The Google Analytics equivalent in Taobao is called SYCM. It tells you most things, but not anything on ad spend. Those have their own independent terminals.
All of these are in Chinese only, which is why there are so many manually created excel and powerpoint reports on Tmall being passed around. Someone goes into multiple apps, downloads and copy/pastes data into an English template for their overseas HQ to see.
It is time intensive, keeps many people busy and often distracts teams from focusing on activities that build the brand and increase sales.
This is why we’ve made the decision to use business intelligence tools to replace 1990s style excel/powerpoint reports. Simple intuitive dashboards for non Chinese speakers, but still packed with all the data points that can be exported with two clicks.
How anyone can start making money on Douyin
To get started, a content creator must first register and qualify as a seller or affiliate through Douyin. This requires 10K+ legitimately acquired followers.
At this point, creators/affiliates can set up their own store within Douyin or link to Taobao or JD… but as you may know…. the overhead in running an ecommerce operation in China is beyond madness. That’s why Taobaoke is so appealing to everyone: No logistics, no customer service, no design, no SEO or managing ad campaigns..
But finding the right product is a major challenge for the content creator. First, the product must be directly related to their channel and the video they showcase it in. What’s really difficult is finding a balance between price, quality and conversion rates.
So where do they go to find the right products that pay good commissions? The traditional route is to just seek out products suggested by the Taobaoke platform (Taobao Alliance). But the affiliate deals there are all public information and usually don’t pay great commissions.
The best commissions come from direct negotiations with Taobao stores. While Taobao Alliance can make this tricky, it is possible through workarounds or brokers.
#Douyin #Taobao #Taobaoke #eCommerce #China #AffiliateMarketing #Tmall