Alibaba taps international influencers to sell more globally – TipsClear

For years, Chinese e-commerce exporters have been learning the ins and outs of ad placement on Facebook, Instagram and other mainstream social media platforms to reach customers around the world. But he has recently seen a new way to grab people’s attention, which has never felt more familiar.

Video influencers

Shopping via video is currently all the rage in China. Short video apps like Doyin – Tiktok are efforts Chinese sister – who matches merchants with material manufacturers for promotion. During the Coronoires lockdown, millions of consumers relied on live video to test the products and gave questions to merchants remotely, a practice that has won support from local governments as a way to drum up domestic consumption. In just Q1 this year, more than 4 million live shopping sessions took place in China.

In other parts of the world, influencers are also being nurtured by brands and video producers – especially with mass followings. Some US venture capitalists have recognized the initial potential for cooperation. Amazon launched Amazon Live a few years earlier than its Chinese counterparts in live streaming.

Now Alibaba is one of the pioneers of Showable Video in China, which has big plans to attract and train international influencers – so it can generate more sales worldwide via AliExpress . The platform is one of Alibaba’s marketplaces for international consumers, claiming a total of 180 million annual active consumers.

“Chinese manufacturers are always looking for ways to sell and these days the effectors are the fastest way to drive traffic,” Miranda Tan, chief executive officer of Robin 8, a data-driven influential marketing platform.

Indeed, some Shenzhen-based e-commerce exporters told TipsClear that they are actively working with international-level creators, particularly Tickcock Influencers, to bring their products to market. For now, they depend on their Chinese staff to make low-budget promo videos that often miss important cultural nuances.

Everyone is a seller

AliExpress plans to recruit more than 100,000 “promoters” who will help merchants and brands promote AliExpress through YouTube, Facebook, Instagram, TikTok and other popular Internet platforms. In addition to popular influencers, the platform is also followed by talented content creators behind the camera and experienced marketers with access to customer acquisition channels.

Screenshot: A live broadcast promotion on AliExpress

Martin Wang, head of overseas vendor operations and social commerce collaboration at AliExpress, said, “Live shopping is still in its relative infancy in the overseas consumer market.” “Our initiative will help advance the overseas ecosystem.”

For this purpose, the team created a “connect” matchmaking system for influencers to find promotional tasks and is providing training and analytics tools to support their creative process. Live selling has been available to Alibaba sellers in China since 2016, while AliExpress only added the feature last year and announced a recruitment schedule in April.

The call of talent came at a time when millions of people worldwide have lost their jobs due to the outbreak of coronovirus. It is no surprise that AliExpress is billing the recruiter who can “help rebuild individuals after COVID-19.”

“Many people no longer have money and are looking for ways to make money during a coronovirus outbreak,” said Tan, who has seen many individuals learning to be product promoters on social media to make extra bucks Huh. “Everyone becomes their own independent company.”

cultural differences

An obvious target for AliExpress is the emerging crop of bilingual foreigners living in China. “Many in China are foreign students with a positive image and a knack for expression. They have a flexible schedule in the evening, so agencies contact them, train them as live streaming hosts and eventually sign with them, ”Wang said.

Chinese and influencers with influence in their native language may seem like ideal ambassadors in the vendors’ target markets, but there is a potential drawback. “They can see Li Jiaqi and Weiya as role models,” Wang said, referring to China’s top beauty influencers who are known for their record-breaking sales. “But what works in China may not work in their home countries.”

On the demand side, Wang worried that Chinese traders are accustomed to seeing the sales numbers of meteorites that impact in China. “foreigner [live streaming] The market has not reached the stage of maturity, so it is our priority to manage the expectations of both parties [of sellers and content creators.]”

Most sellers of AliExpress come naturally from China, the world’s factory, while Russia is the largest market for revenue. The platform has been working to increase its inventory by opening vendors in Turkey, Russia, Spain and Italy over the past year. For example, Russia is a large market for Turkish merchants of AliExpress. The expansion means for the Chinese company to face differences in business dynamics and consumer behavior across the region.

Related Posts