“We are like the combination of an Amazon, a Facebook and a Google in China, ” is how Alibaba CMO summaries the company’s three-pronged ethos.
Speaking at ad-marketing event in Kochi, Chris Tung, CMO of Alibaba said that the company developed across many areas to represent a fully-fledged business.
“We send all related data to a data bank which can enable [retailers] to measure and analyse what campaigns work better and use them effectively. That can help shift an interested consumer from the bucket of awareness to the bucket of purchase.”
– Chris Tung, CMO, Alibaba
Pointing to the trading opportunities for luxury goods retailers, he said that Alibaba’s Luxury Pavilion attracts a vast array of high-ticket spenders across the globe. It was launched in 2017 to bring the same brand exclusivity and tailored shopping experience that consumers would get in brick-and-mortar stores. The invite-only platform selects retailers to join the platform. It already includes brands such as Burberry, Hugo Boss, La Mer, Maserati and Guerlain (LVMH) and Zenith, offering products ranging from clothes and skincare products to watches and luxury cars.
“We recently launched the platform called Luxury Pavilion and only 14 million luxury profiles to have access to that. It is like visiting a luxury store on 5th Avenue. With the use of AI, we are able to attribute behavioural data into individual ids. Today, more than just selling products on Alibaba, it’s about translating the data with AI to insights for optimising marketing efforts”
– Chris Tung, CMO, Alibaba
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