Real estate investment trust Simon and Shop Premium Outlets (SPO) are teaming up with Tmall Global, Alibaba Group’s cross-border e-commerce platform, to bring brands to consumers in China through livestream shopping events.
Beginning in October, these livestreams will allow shoppers in China to virtually shop SPO’s online inventory and purchase directly from participating stores located within Woodbury Common Premium Outlets, a Simon property, in time for Alibaba’s 11.11 Global Shopping Festival and throughout the holiday season.
SPO, a joint venture between New York-listed Simon and Rue Gilt Groupe, is providing the back-end technology for Tmall Global to access its inventory and product information in real-time.
Chinese consumers can shop SPO’s offerings of premium products via Tmall Global’s self-operated global discovery storefronts.
“We’re excited to power these livestream shopping events with our innovative tech and offer a new avenue to sell on-sale premium and luxury brands to shoppers in China,” said SPO’s CEO Neel Grover in a statement.
SPO will set up a pop-up studio in Woodbury Common Premium Outlet, long a favorite destination for Chinese consumers visiting New York, to host a series of livestream events.
Shoppers in China will access the livestreams through Taobao Live, Alibaba’s livestream commerce channel. During each event, they can virtually browse and purchase SPO’s inventory from participating brands and have the items shipped directly to them.
“In collaboration with our retailers, livestream events, powered by Shop Premium Outlets and Tmall Global, further reinforces our ongoing commitment to an omnichannel experience,” said Kelly Mikesell, Senior Vice President of Field Marketing, Simon.
Brands that have store locations at Woodbury Common Premium Outlets can take part in the livestreaming, and sell their products to millions of Chinese consumers as a busy shopping season approaches.
Celebrity influencers in China will also be part of the activation to help introduce brands to Chinese shoppers.
“Chinese Shoppers are eager to discover new brands, and this is a great way for them to explore new products and shop at their fingertips,” said Tony Shan, Head of Tmall Global for the Americas.