Consumer

How Tmall’s 11.11 Pitch Fest will help your business this Singles Day

From Holland & Barrett to Sweaty Betty, more and more UK brands are joining Tmall to gain access to the China market. The upcoming Pitch Fest is a golden opportunity for UK brands to be fast-tracked into the world’s biggest shopping event, Alibaba’s Singles Day (aka 11.11) Global Shopping Festival

Alibaba Group’s Tmall Global has announced the launch of the UK and Ireland edition of Go Global 11.11 Pitch Fest, a virtual event designed to help international brands grow their businesses globally. Following the success of Pitch Fest 2020 in the US, the programme is being opened up to British and Irish brands looking to find success in China. Pitch Fest will take place virtually from July 17-31 2021.

Alibaba’s 11.11 Global Shopping Festival is a golden opportunity for British brands. Last year, the festival generated $74.1 billion (£52.4 billion*) in GMV. The 2020 festival saw more than 31,000 overseas brands take part; and of those, 2,600 brands participated in 11.11 for the first time. During the 11-day period, $494 million (£349 million*) worth of goods from UK businesses were sold – showing continued strong demand for UK products among Chinese consumers. Brands that have recently joined Tmall Global include Holland & Barrett, Sweaty Betty, Rude Health, Jo Loves, Creed, Molton Brown and Child’s Farm.

During Alibaba’s Singles Day event in 2020, $494 million (£349 million) worth of goods from UK businesses were sold – showing continued strong demand for UK products among Chinese consumer

“Given the dramatic shift to online shopping and the continued strong demand for British goods in China, a digital strategy and a China strategy are now essential for fuelling the recovery and growth of British businesses after this challenging year,” said David Lloyd, General Manager of UK, Nordics & The Netherlands at Alibaba Group. “Yet research we conducted in late 2020 showed that just one in five British SMEs are planning to export in the next 12 months, and of those, only 7% include China as part of their export strategy.”

Eligible brands can register to pitch their products to an Alibaba expert panel to receive valuable advice on how to grow their business in China. Selected entrants will be fast-tracked and launched on Tmall Global via one of two routes: Tmall Global Flagship store or Tmall’s Overseas Fulfilment programme.

Successful businesses will work directly with the Tmall Global team and will receive marketing advice and tools to boost brand awareness. These brands will also feature in a dedicated live streaming session hosted by the Tmall Global team in the lead up to and during 11.11, to ensure visibility within the market. Brands will also be pitched to some of the most famous influencers in China for inclusion in their 11.11 live streams – potentially attracting hundreds of millions of followers and generating millions in revenue.

Applications are open to all UK and Ireland-based small and medium-sized businesses. Suggested product categories could span all major retail verticals, including apparel and accessories, beauty and personal care, electronics, home, food and beverage, health and wellness, baby and maternity, toys and pet products. The deadline for submission is 16 July 2021.