Want Help Launching Your Wellness Brand In China?

LONDON, United Kingdom — Tmall Global, China’s largest e-commerce platform, has launched a pitch competition giving brands the opportunity to fast-track into China and the world’s largest shopping festival: 11.11 Global Shopping Festival.

Following the success of ‘Go Global 11.11 Pitch Fest’ in the US last year, Alibaba UK has launched the export-focused initiative for the first time in the UK and Ireland, with businesses from the region that are looking to grow their businesses globally, now able to enter. 

The initiative is an opportunity for British and Irish SMEs to enter the China market and take part in the world’s biggest shopping event, Alibaba’s 11.11 Global Shopping Festival, which takes place in November. More than 800 million Chinese consumers participated in the 11-day event in 2020 which generated $74.1 billion in gross merchandise volume, of which, UK businesses sold $494 million worth of goods.

The events of the last 18 months have been truly testing for retailers. By launching Go Global 11.11 Pitch Fest in the UK and Ireland, Alibaba is committing to supporting SME businesses to help them grow internationally and provide brands who enter, unique access and insight into the Chinese marketplace.  

There is a huge appetite for British brands in China, and Alibaba has seen businesses as varied as SmoothSkin, Holland & Barrett, Sweaty Betty and Rude Health launch into the market and achieve brilliant results in a short period of time. During its 11.11 launch Livestream in 2020, SmoothSkin had over 103 million views. 

Here, Zarina Kanji, Business Development Manager for Tmall Global, shares some of the key benefits for brands wishing to enter.

  • The initiative supports brands in fine-tuning their retail strategies to meet the needs of the Chinese consumer  
  • Businesses also have the opportunity to establish their brand and create a full-fledged presence in the market
  • The pandemic and lockdown has seen consumers all over the world start to take control of their health holistically, due to the difficulty in being able to see a doctor
  • This has meant in 2020, the health and wellness category saw a 50% YoY growth in China
  • Growing demand for plant-based products as well as health and beauty tech innovation has seen several UK brands including Vitabiotics, TensCare and Minor Figures achieve success in China 
  • Chinese shoppers have shown they buy into British brands due to heritage and innovation 
  • All brands who enter will receive a 1-2-1 consultation with a Tmall Global expert and a bespoke report with market data and consumer insights that is specifically tailored to their business 
  • Successful businesses will work directly with the Tmall Global team and will receive marketing advice and tools to boost brand awareness
  • These brands will also feature in a Live streaming session hosted by the Tmall Global team in the lead up to and during 11.11, to ensure visibility within the market
  • Brands will also be pitched to some of the most famous influencers in China for inclusion in their 11.11 Livestreams – potentially attracting hundreds of thousands of followers

Applications are now open for eligible brands to pitch their products to the Tmall Global team and receive advice on adapting their businesses to expand in China. Selected brands will be fast-tracked and launched on Tmall Global, which offers brands a low-risk way of testing and fine-tuning their strategies before establishing a full-fledged presence in the market. 

Tmall Global will also spotlight its products during China’s largest shopping festival, 11.11, including a dedicated Live streaming session to boost the brands’ visibility. 

Discover more information about Go Global 11.11 Pitch Fest including the application process, here.

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