Selling DTC in China via Cross-Border E-Commerce 2022

alibaba also worked to make live commerce a key highlight of singles' day. sellers were incentivized to participate: livestreaming merchants reaped traffic. alibaba also invested in a spate of promo events, like livestreaming the annual gala and eight-hour fashion show.

A few weeks later, a designer brand that was moving its headquarters reached out to the couple to help sell excess inventory. The brand had about 700 pairs of shoes it wanted to unload. Within three hours, during a livestream on Taobao, Yuan and Zhang sold all the merchandise.