Alibaba Group leverages innovative retail technology for latest 11.11 Global Shopping Festival — Retail Technology Innovation Hub

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The campaign has taken place this year against a backdrop of macroeconomic volatility, Covid-19 outbreaks and supply chain disruption.

Alibaba says its marketplaces have responded by streamlining logistics, offering faster payment transfers and equipping merchants with digital tools to reach interested consumers in even the most niche categories, from collectible toys to surfskating. .

The e-commerce giant has dispatched more than 700 autonomous delivery robots, called Xiaomanlv or “Little donkey” in Mandarin, twice as many as last year.

Many brands rolled out virtual idols during 11.11, as part of a broader campaign to appeal to China’s digital natives and younger generations looking for something new. Forrester predicts that one-fifth of B2C brands in China will use digital idols by 2023.

Alibaba’s digital influencers Ayayi and Noah have helped retailers from Chinese electronics giant Haier to US fashion house Tommy Hilfiger attract followers.

Tmall Luxury Pavilion has launched a virtual influencer called Timo to showcase digital collectibles from luxury brands.

“We want virtual idols to help brands modernize and reach young consumers,” said Rocker Hu, digital marketing manager at Alimama, Alibaba’s digital marketing arm.

Over 300 million people have logged on to Taobao Live, a live commerce channel, since October 24 to watch virtual and real-life host falcon products.

All of this is only possible with cloud computing, with Alibaba Cloud’s five data centers across China doubling the amount of clean energy used to support this year’s 11.11 compared to 2021.

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