As we look back at 2020, certain industries have successfully adapted to the pandemic, and by doing so, have found success on Alibaba’s platforms. Several U.S. brands in the following sectors used Alibaba’s marketing tools and global reach to expand their businesses abroad.
The pandemic accelerated the digitization of China's luxury market with e-commerce luxury sales rising over 150% in 2020. American brands, including Marc Jacobs and Coach, have benefitted from sales on the Tmall Luxury Pavilion, Alibaba’s dedicated platform for luxury and premium brands.
With rising concerns over health and home hygiene, there has been a surge in demand for floor-care products in China since the start of the coronavirus outbreak. The 144-year-old Michigan floor care company, BISSELL, drew on market insights from Alibaba to generate growth even during these challenging times. To address coronavirus-related disruptions to its supply chain, Bissell tapped Alibaba’s digital tools and strategies. In its Tmall online store, it began using a recommendation feature that redirects consumers browsing out-of-stock items to pages listing similar products. This helped the company keep up with consumer demands while effectively managing its inventory. Insights from Alibaba also showed that consumers would continue to focus on home hygiene, even after the coronavirus, leading BISSELL to develop new products that meet those needs.
Beauty and Wellness
The San Antonio, Texas-based skincare company, Supergoop, leveraged Alibaba’s consumer insights and marketing tools, including livestreaming, to effectively engage with Chinese consumers who have been increasingly looking for beauty products online amid the pandemic.
The beauty and wellness sector also benefited from Tmall Global’s Overseas Fulfillment solution during the holiday shopping season. More than 80 U.S. brands and retailers prepared over 120,000 products that moved from the U.S. to China in as quickly as 72 hours upon order through Alibaba's fulfillment operation.
Learn more about how U.S. brands are beating the odds and increasing sales during the pandemic here.