Alibaba is one of the biggest companies on the plant – a combined Chinese e-commerce, retail, internet and technology conglomerate, its online sales and profits regularly outperform all US retailers combined. And, Australia is its third largest overseas market.
It came to Bastion Asia to help promote its Tmall World offering to local Chinese audiences. A service that gives 100 million overseas Chinese access to 1.2 billion products from brands and merchants already selling through its Mobile Taobao app, Tmall World gives local users an end-to-end experience with logistics, payment and support all incorporated.
Alibaba asked Bastion Asia to develop an Australian-Chinese community engagement strategy and a sound PR plan that would drive traffic to the first ever Tmall pop up stores in Australia. Success was to be measured in the number of media/KOL clippings Bastion Asia could achieve within a two week period.