Brands

Strong start through Taobao Live

Alibaba launched its Singles Day pre-sales events with Taobao Live livestreaming sessions from leading KOLs Jiaqi Li and Weiya on the evening of 21 October. Streaming from 1800 until 0200 the following morning, the pair showcased a total of 275 brands and attracted a combined 300 million viewers. Estimated GMV of sales was in the region of CNY1 billion. Cosmetics were the standout performers in the first few hours of the event, with 12 products achieving sales over CNY100 million inside the first hour. In last year’s Singles Day, Taobao Live converted CNY20 billion in GMV and is expected to surpass that figure by a significant distance in 2020.