Livestream shopping is a significant sales driver on Singles Day, with Tmall featuring luxury-specific livestreams from partner brands. Luxury fashion brand MCM saw livestreaming sales six times higher than the same period last year at the start of the promotional 11.11 sale. Over 20 luxury brands have launched a 1-on-1 livestream service on Tmall Luxury Pavilion since 2022, with a conversion rate 4-5 times higher than text-based customer service. Alibaba is also using AI in other ways, such as partnering with AI photo generator MiaoYa Camera to allow users to create digital avatars wearing clothing by Tmall brands.
Key takeaways:
- Alibaba is using technology integrations and catering to luxury consumers to boost sales on Singles Day, China's biggest shopping event.
- The company has launched 10 free AI tools to assist merchants on Tmall and Taobao with marketing and merchandising, including copywriting, customer service, and product image development.
- Livestream shopping is a significant sales driver on Singles Day, with Tmall featuring luxury-specific livestreams from partner brands and promoting personalized 1-on-1 streams for luxury customers.
- Alibaba is also leveraging AI in other ways, such as partnering with AI photo generator MiaoYa Camera to allow users to create digital avatars of themselves wearing clothing by Tmall brands and then directly purchase those items.