Alibaba recently completed its annual 6.18 Mid-Year Shopping Festival, which drew over 260,000 brands, including many from the United States, such as start-up supplement brand Ritual and skincare company PMD Beauty. These brands used the month-long online shopping event to sell to more than one billion Chinese consumers on Alibaba’s e-commerce platforms.
PMD Beauty President Mike Alexander personally hosted a livestream from the company’s headquarters in Draper, Utah, to showcase their innovative skincare tools to over 50,000 Chinese consumers. Watch the highlights from the livestream below.
Ritual, based in California, used the festival to tap into China's health supplement market, which is on track to reach over $44 million in 2022. Joy Chua-Schwartz, Ritual’s vice president and business development director, found the shopping festival to be a great opportunity to raise its brand awareness and educate Chinese consumers on a low-carbon lifestyle. “All of our work around sustainability resonates a lot with that younger generation (of Chinese consumers),” said Chua-Schwartz.