Rothy’s, a San Francisco-based apparel company, introduced its new men’s line on Tmall during the 6.18 Shopping Festival. The sustainable lifestyle brand is reaching new customers through Alibaba’s livestreaming capabilities. While brands typically feature KOLs (Key Opinion Leaders) or influencers in their livestreams, Rothy’s used real customers to talk about its products and authentically connect with Chinese consumers. This year, Alibaba saw sales generated through merchant-led livestreams grow 100% year over year during the 6.18 Shopping Festival.
“We can see huge traffic coming to the Tmall platform during the campaign period. It’s a great opportunity for Rothy’s to celebrate the festival with our customers, and we hope to attract more sustainable-fashion lovers, both men and women, during 6.18 to convert them into buyers and customers,” said Michelle Tang, general manager of Rothy’s China.