Taobao Appeals To Millennials With Shoppable Retail Festival

Taobao Appeals To Millennials With Shoppable Retail Festival
Advertising

The Chinese ecommerce giant allowed people in the audience as well as those streaming the festival at home to purchase show merch from featured retailers with a few swipes of their phone

Todd Neikirk
  • 11 january 2019

Thanks to Alibaba‘s latest technology, IRL attendees as well as virtual viewers of the Taobao Maker Festival were able to immediately purchase featured items at the retail bonanza. The event took place in Hangzhou and included the wares of over 200 vendors.

The vendors had their products linked to Alibaba’s “See Now, Buy Now” technology, so when shoppers saw pieces they liked, they could purchase with a few quick clicks. Taobao is the largest online shopping portal globally, boasting 634 million monthly customers over half of whom are in the influential millennial or Gen-Z demographics, making it an especially important platform for exposure for all retailers—and even more so for up-and-coming ones.

Jiang Fan, Taobao’s president, describes this aspect of the festival: “From meeting demands to creating demands, Taobao has been witness to the rising influence of original designers among the new generation of consumers, shaping their trends and tastes.” While hoping to support up-and-coming makers, the festival equally strives to democratize the industry by helping them benefit from increased connectivity and accessibility to consumers.

Taobao

Thanks to Alibaba‘s latest technology, IRL attendees as well as virtual viewers of the Taobao Maker Festival were able to immediately purchase featured items at the retail bonanza. The event took place in Hangzhou and included the wares of over 200 vendors.

+Alibaba
+apparel
+Asia
+brand activation & immersion
+china
+china debrief
+ecommerce
+Fashion
+merchandising & curation
+Millennials
+shopper marketing & promotions
+store experience & design
+taobao
+Transactions & Payments

Learn About Our Membership Services

Need Research Help?
As a member you can ask us any research questions and get complimentary research assistance with a 4-day turnaround. Reports inclde stats, quotes, and best-inclass examples on research topics.
Remain Informed & Strategic
We publish several trends reports each month. By becoming a member you will have access to over 100 existing reports, plus a growing catalog of deep topical analysis and debrief-style reports so you always remain in the know.
See Trends Come To Life
Meet your peers and immerse yourself in monthly trend and innovation webinars and discounted conferences.
No search results found.