Real estate investment trust Simon and Shop Premium Outlets (SPO) joined forces with Alibaba Group’s e-commerce platforms to bring discounted designer goods to consumers in China during the country’s second-largest shopping festival.
The American company behind some of the largest outlet malls in the U.S. opened the doors to Chinese livestreamers at its Desert Hills location in southern California, enabling them to share deals directly with their fans back home.
“We had a vision to place Chinese customers virtually within every outlet center here in the United States,” Greg Giraudi, President at SPO, told Alizila.
Livestreaming on Alibaba’s Taobao Live platform is the keystone in this operation.
During the recent 6.18 Mid-year Shopping Festival, livestreamers like Eva from the Xiao Wangguo channel – meaning Little Kingdom in English – broadcast products to viewers in China.
She gave her viewers a tour of the Desert Hills mall and took them into a Stuart Weitzman shoe boutique, where she tried on items that were available for consumers to buy immediately through the platform.
And there is more to come.
“In the future, our Shop Premium Outlets and Tmall Global partnership will include us expanding our outlet centers to other places across the country,” Giraudi noted.
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