Asian products feature in 8.8 Shopping Festival

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

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.

While Alibaba’s 11.11 Shopping Festival 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.

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.

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