Global EditionASIA 中文雙語Fran?ais
    Business
    Home / Business / Industries

    Online influencers boost overseas products

    By He Wei in Shanghai | China Daily | Updated: 2019-11-12 10:09
    Share
    Share - WeChat
    Major internet influencers are given credentials by Alibaba Group to promote Malaysian products via live streaming during the Alibaba Malaysia Week in Shanghai in September. [Photo provided to China Daily]

    Internet celebrities wield tremendous impact over consumer decisions through engagement with followers

    Selling 300,000 yuan ($42,300) worth of durian products in 10 minutes was once beyond the wildest dreams of Leron Yee Poh Soon, co-founder of Malaysian durian producer DKing. But the dream became reality in September thanks to Chinese internet celebrities.

    As marketing via livestreams becomes the new normal in China's e-commerce playing field, influencers, also known as key opinion leaders, are extending their reach to promoting overseas merchandise through heartfelt engagement with social media followers.

    "They (KOLs) are professional and ... have such trustworthy appearances that you are willing to allow them to promote products on your behalf," said Yee, who exports A-level Musang King durians to China. "Such staggering speed is only possible in China."

    Data from Alibaba Group Holding Ltd, owner of the nation's top online shopping sites, echoed Yee's sentiment. During a weeklong campaign promoting Malaysian local produce in September, eight top-tier influencers, who regularly host livestreaming shows via Alibaba's Taobao platform, facilitated the sales of merchandise worth 1 million yuan in just three seconds and helped one merchant sell 80,000 bottles of bird's nest in five minutes, among other incredible feats.

    As consumers continue to gravitate toward social media platforms to consume news and personal updates, it's no wonder it has also become an ideal place for product recommendations and a new kind of word-of-mouth marketing, said Lambert Bu, a partner of global consultancy McKinsey.

    "The mature digital ecosystem has made online shopping essentially a social affair, boosted by the fact that you can seamlessly ask for advice, get people on board for group purchase discounts and pay for your desired items all on a mobile device," Bu said.

    Boosted by online word-of-mouth, Chinese shoppers bought 30 times as many Malaysian cookies, white coffee, durian fruits and snacks, and tehtarik, a local beverage, during the week compared with usual levels, Alibaba said. Meanwhile, procurement from Chinese businesses in the week jumped by 11 times compared to conventional periods, though no details were disclosed.

    Darell Leiking, minister of international trade and industry of Malaysia, said the Malaysia Week had ridden on the global marketing wave of influencers and e-commerce, SMEs and the tourism industry have reaped the benefits of this novel promotional approach, which yielded amazing results.

    "I would like to extend my particular gratitude to the team at ... Taobao Livestream," Leiking said. "These KOLs are able to inform our consumers about the products sold during Malaysia Week 2019 ... This approach proves to be beneficial to the consumers."

    The campaign is the result of an initiative proposed by Alibaba called Electronic World Trade Platform. It sank its first roots in Malaysia, where a string of commercial facilities, from e-commerce infrastructure, logistics, financial technology to cloud computing, are being upgraded and even revolutionized.

    "Livestreaming is a medium that puts fans and products directly in touch, making for more genuine experiences," said an online Taobao hostess under the avatar Viya, who has garnered an astonishing 6 million followers and is among the topnotch internet influencers in the lifestyle cycle.

    "I myself and my team normally spend at least one month carefully sorting and doing research on the products to promote to my followers," she said.

    Viya attributed her success to a combination of factors, including the authenticity of the experience, the trust she has built up through her dedicated and professional work, and the urge for instant gratification among younger consumers.

    1 2 Next   >>|
    Top
    BACK TO THE TOP
    English
    Copyright 1995 - . All rights reserved. The content (including but not limited to text, photo, multimedia information, etc) published in this site belongs to China Daily Information Co (CDIC). Without written authorization from CDIC, such content shall not be republished or used in any form. Note: Browsers with 1024*768 or higher resolution are suggested for this site.
    License for publishing multimedia online 0108263

    Registration Number: 130349
    FOLLOW US
    CLOSE
     
    亚洲av中文无码乱人伦在线播放 | 亚洲av午夜国产精品无码中文字| 最新中文字幕在线观看| 2019亚洲午夜无码天堂| 国产在线无码精品电影网| 亚洲国产精彩中文乱码AV| 国产AV一区二区三区无码野战| avtt亚洲一区中文字幕| 中文字幕乱偷无码AV先锋| 99热门精品一区二区三区无码| 亚洲热妇无码AV在线播放| 久久五月精品中文字幕| 中文字幕无码第1页| 免费无码黄十八禁网站在线观看 | 久久精品中文无码资源站| 最近中文字幕在线中文视频| 国产精品免费无遮挡无码永久视频 | 日本精品中文字幕| 亚洲AV无码一区二区一二区| 国产精品三级在线观看无码| 无码日韩精品一区二区免费暖暖| 国产成人无码一区二区在线观看| 在线综合+亚洲+欧美中文字幕| 亚洲AV中文无码乱人伦下载| 亚洲?V无码成人精品区日韩| 国精品无码A区一区二区| 无码国产精品一区二区免费3p| 亚洲AV永久无码精品成人| 成在人线av无码免费高潮喷水| 中文字幕精品无码一区二区| 日韩免费码中文在线观看| www日韩中文字幕在线看| 最好看的中文字幕最经典的中文字幕视频 | 中文字幕你懂得| 最近2018中文字幕免费视频| 亚洲日韩v无码中文字幕| 波多野结衣中文字幕在线| 午夜视频在线观看www中文| 免费中文字幕视频 | 在线a亚洲v天堂网2019无码| 久久久无码精品亚洲日韩蜜臀浪潮|