Tmall’s Hey Box is an innovative platform that helps U.S brands generate excitement for new product launches. Hey Box provides creative ways to introduce products to consumers through personalized recommendations based on their unique tastes. More than 180 million users visit the platform each month. They can find new products through tools like livestreamed demos and online lotteries for highly anticipated items.

American brands like Starbucks, Nike, and Converse have hosted online drawings using Hey Box’s raffle tool, HeyDrop. The drawings create anticipation for in-demand items like exclusive sneakers, celebrity merchandise, and toy collectibles.

Hey Box also helped New York-based skincare brand Kiehl’s identify its target audience and test sample products with consumers. Feedback from the test audience informed Kiehl’s product development and helped it gain insights into the best ways to increase new products' sales.

“Tmall Hey Box has an influential power on consumers who love to try new products while allowing brands to command the valuable attention and focus of the Chinese market onto exciting new products,” said Cheryl Vitali, worldwide general manager of Kiehl’s.