Meet four women entrepreneurs, who at the height of the pandemic last year, successfully navigated the uncertain economic climate to grow their businesses globally through their partnerships with Alibaba.
San-Francisco-based luxury handbag and accessories company SENREVE had one of its top global sales performance days during its first-ever 11.11 Global Shopping Festival last year.
Ahead of 11.11, the company worked with Alibaba’s B2C cross-border platform Tmall Global to forecast and secure inventory when the pandemic caused the brand’s factories in Italy to close for over two months. SENREVE also used Alibaba‘s consumer analytics and insights to refine its launch strategy, leading to tremendous sales for the company. SENREVE’s digital storefront on Tmall Global now drives an estimated 90 percent of the brand’s total sales in the market, with China representing half of all its international business.
In February 2021, Antica Farmacista, a Seattle-based fragrance company, showcased its home fragrance products during a 10-minute livestream hosted by China top influencer on Alibaba’s Tmall Global.
The event was overwhelmingly successful, drawing an estimated 10 million viewers and resulting in thousands of sales within minutes.
Susanne Pruitt, a co-founder of Antica Farmacista, spoke with Women’s Wear Daily about their decision to partner with Alibaba to promote the brand to Chinese consumers. She said, “Our business in China has taken off during 2020 and we are excited about our future as both prior and new customers have discovered our brand again in the Chinese market.”
In February 2020, San-Antonio-based Supergoop! made its debut in China through Alibaba’s Tmall Global platform as the coronavirus first began to spread around the world.
Supergoop! was able to effectively reach Chinese consumers, who had been shopping for beauty products online from the comfort of their homes during the pandemic. Tmall Global’s marketing tools and data analytics helped the company understand Chinese consumers and communicate with them more effectively during their launch. In just a few weeks, the brand sold out of its stock and had to quickly adjust its supply chain to keep pace with the booming demand
Amanda Baldwin, CEO of Supergoop!, said, “Expanding into China with Alibaba has been truly a game-changer for us as a brand. I’ve always known that we needed a partner who could help us reach this incredibly important group of beauty enthusiasts and do it in a way that felt right for our brand. Having that combination has been super powerful.”