Vietnamese brands see demand at Alibaba’s 2020 11.11 Global Shopping Festival

Monday, Nov 30, 2020 06:27

A coconut water processing line at Ben Tre Import Export Joint Stock Corporation. — Photo

Skincare, health supplements and food products were among the most sought-after products at Alibaba’s 11.11 Global Shopping Festival this year, forming the bulk of cross-border products purchased by Chinese consumers. Southeast Asian brands, including from Viet Nam, were a key driver of this activity.

Across the board, food supplements and skincare sets made up the top five categories of imported products bought by Chinese consumers, a nod to the sheer diversity and quality that Southeast Asia brands have to offer while simultaneously meeting the rising demand for personal care and health and nutrition products among Chinese consumers.

In particular, F&B products – including instant coffee, beverages, nuts, dairy products and instant foods – featured among the top categories that Chinese shoppers bought from Viet Nam.

Ly Thanh Hai, the General Manager of Greater China market, Trung Nguyen Legend Group said: “Since the official G7 overseas flagship store established in January 2019, we have always considered double 11 as the most important time for our sales breakout. This year, with the excellent product benefits, a good brand reputation among consumers, a thoughtful shopping experience and the efficient channel promotion operation, we have successfully achieved the overall sales target. In the following year, besides G7 coffee products we are dedicated to not only bring more authentic coffee products but also the coffee world to Chinese consumers.”

Chau Kim Yen, Business Development Director, Ben Tre Import and Export Joint Stock Corporation (Betrimex), said: “Through our brand HEYOCOCOXIM we have kept export as a strong focus area. Tmall Global has a wide range of consumers all pursuing high quality products, which aligns with our goal of serving global audiences. This was our first year of participating in 11.11 and we got a very good response from the consumers in China and we will continue to work hard to serve them.”

The increased focus on providing access to more cross-border brands, coupled with the addition of a second shopping window during this year’s festival, provided local brands here a wider and more visible platform to showcase their products on Alibaba’s e-commerce platforms to shoppers all over the world. More overseas brands made their debut in this edition of Alibaba’s landmark shopping festival than ever before, with 2,600 new overseas brands from around the world launching. The festival saw 31,766 participating cross-border merchants, compared to 22,000 overseas merchants from 78 countries and regions last year.

This year, Alibaba’s 11.11 experienced another record-breaking GMV figure of RMB498.2 billion representing an increase of 26 per cent compared to the 2019 edition within the same timeframe. — VNS

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