Alibaba introduces social commerce model to the world, with influencer campaign AliExpress
The cross-border retail platform of Alibaba aims to build an army of influencers numbering more than 1 million in three years
That will help the Chinese e-commerce giant reach its goal of serving 2 billion consumers worldwide by the next decade
AliExpress, the cross-border e-commerce business of Alibaba Group Holding, aims to enlist more than 100,000 online influencers from around the world this year, helping create original content designed to attract and engage more users to the platform.
This social commerce strategy, which has proven successful in China, is being introduced overseas via AliExpress Connect, a new part of Alibaba’s English-language global business-to-consumer marketplace, according to a statement from AliExpress on Thursday. Alibaba is the parent company of the South China Morning Post.
People who want to launch an influencer career can use AliExpress Connect to collaborate with the platform and the brands on the site, where they can get paid by commission for their original content, the statement said.
In three years, this programme is expected to build an army of influencers numbering more than 1 million, according to AliExpress. It is also expected to foster at least 100 key opinion leaders (KOLs), who will each earn more than US$1 million annually within the same time frame.
The app of AliExpress, the international retail platform of Alibaba Group Holding, is displayed on a smartphone screen. Photo: SOPA Images/LightRocket via Getty Images
“As e-commerce continues to grow and ‘shoppertainment’ reshapes the landscape and changes the way people shop online, influencers and content creators are playing a more important role in driving retail transformation and e-commerce success.”
Source: Jane Zhang @ scmp.com (May 28, 2020)
