Martial Arts, Special Exhibition of Taobao Live Commerce in China

[Asia Economy Reporter Suyeon Woo] The Korea International Trade Association announced on the 21st that it held a 'Domestic Consumer Goods Live Commerce Special Exhibition' on Taobao, China's largest e-commerce platform.

This special exhibition aimed to showcase excellent products from 25 companies in cosmetics, food, and daily necessities, which are listed on 'Kmall24,' an overseas direct sales platform operated directly by the association, to Chinese consumers online, and to promote entry into and sales in China. It was conducted in collaboration with Alibaba Group's Taobao and local famous wanghong (influencers).

The Korea International Trade Association held a "Domestic Consumer Goods Live Commerce Special Exhibition" on the 21st on Taobao, China's largest e-commerce platform. On this day, a Chinese influencer promoted domestic companies' products during the event. Photo by Korea International Trade Association

The wanghong in charge of the live broadcast that day, Chuan Pulade Mifeng (穿普拉的密封), has 1.93 million followers on the Taobao Live platform in China and was ranked among the top 50 Taobao Live wanghong last year. They have a diverse fan base including teenagers, office workers in their 20s and 30s, and housewives.

To maximize the effect of the special exhibition, the association promoted this live commerce through the Taobao Live app and the wanghong's social networking services (SNS) starting five days before the broadcast, and the video will be exposed on Taobao for seven days after the broadcast. Additionally, the broadcast video will be edited and provided so that participating companies in the special exhibition can use it for product promotion, and advertising and promotions through Kmall24 SNS channels will also be conducted later.

Kim Hyun-chul, head of the Global Marketing Division at the Trade Association, said, "Since the spread of COVID-19, live commerce has established itself as an alternative to maintaining relationships between companies and consumers and as a new consumption pattern," adding, "We will expand collaboration with global e-commerce platforms and regionally specialized local influencers to lower the accessibility of overseas live commerce for our companies."

This content was produced with the assistance of AI translation services.