Alibaba Group’s cross-border B2C marketplace Tmall Global collaborated with real estate investment trust Simon and Shop Premium Outlets (SPO) on a first-of-its-kind livestream from Woodbury Common outlet mall in New York earlier this month.
Chinese customers were streamed into the outlet marketplace where they received a warm welcome from the President of Shop Premium Outlets, Greg Giraudi.
They browsed the mall’s Michael Kors, Coach and Stuart Weitzman stores and voted and commented on their favorite products.
Key opinion leader duo XinShiDanDan visited the outlet in person to compete in fashion challenges and share products with some of their 11 million followers, who were then able to buy items directly from the mall.
Around 1.37 million viewers tuned into the livestream on Alibaba’s e-commerce platform Taobao during the two-hour event.
Greg Giraudi, President of Shop Premium Outlets
“We wanted to find a partner that was a top-notch destination site in China, which Tmall is. But not only that. To make what happened today with the livestreams work so well is to a have a partner that was the best in doing livestreams. We also wanted to have a partner that had the best logistics solutions. Tmall Global brought together all three of these.”
“What’s next for Tmall and Shop Premium Outlets, I hope, is a long tenure relationship where we move outside of just Woodbury Common and we do livestream events. We provide the best brands on Tmall Global that we possibly can in the future.”