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Lucrative Interconnections
A socialized marketing strategy helps Alibaba's Tmall win more customers
By Li Fangfang | Web Exclusive

The Second World Internet Conference is taking place in Wuzhen, east China's Zhejiang Province, from December 16-18, with theme of bringing about "an interconnected world shared and governed by all--building a community for our future in cyberspace."

Chinese President Xi Jinping attended the conference and delivered a keynote speech during the opening ceremony. Among the audience were Internet experts and tycoons from more than 120 countries and regions worldwide, including business leaders from Yahoo, Microsoft, Apple and Qualcomm. Chinese domestic entrepreneurs were also present, such as Alibaba's founder Jack Ma, Baidu's CEO Robin Li, Tencent's Chairman&CEO Pony Ma and Qihoo 360's CEO Zhou Hongyi.

The Internet has presented huge potential as a new economic engine in China over the past 21 years since it first appeared on the mainland in 1994.

Take Alibaba's 2015 Singles Day global shopping festival as an example. China's largest business-to-consumer online marketplace, Alibaba's Tmall.com, started hosting the shopping spree on November 11 six years ago, which has since become a boon for both the founders and e-commerce companies across the country.

Within 24 hours on November 11, Tmall reported dazzling sales of 91.2 billion yuan ($14.3 billion). Over 68 percent of transactions were made through wireless devices such as smart phones and tablets. Two hundred and thirty-two countries and regions and more than 5,000 overseas brands participated in the promotion. The United States, Japan, Republic of Korea, Germany and Australia ranked as the top five countries participating in the event in terms of supplying imported products, according to Xinhua News Agency.

Standing out from the previous six years, Tmall launched its socialized marketing strategy this year by cooperating with 100 key opinion leaders (KOL) on Sina Weibo, a popular Chinese microblogging service, according to Jing Jie, Vice President of Alibaba. Those KOLs, including movie stars, professional analysts, fashion buyers and web celebrities, shared shopping coupons paid by Tmall to their fans during the festival, which attracted 30 million customers involved in this campaign.

The shopping carnival has justified "an interconnected world shared and governed by all" which has integrated different terminals across platforms online and offline as well as throughout large geographical regions.

After this success, Tmall will continue its promotional marketing campaigns on social media, exploring more cooperation possibilities, according to Jing. The e-commerce company will try to establish a long-term relationship with those KOLs and their millions of fans. At the same time, those professional "WeMedia" celebrities are also welcomed to become involved in Tmall businesses.

Copyedtied by Bryan Galvan

Comments to lifangfang@bjreview.com

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