Photo: Sergey Konkov / TASS
AliExpress launches in Russia, the service of LIVE video AliExpress. For sellers and brands the new service will become a new channel for promoting their goods aimed at a younger audience, confident in the company
The Chinese online trading platform AliExpress (part of Alibaba Group) has launched in Russia a proprietary platform for video that allows users to instantly buy live products. As told RBC the head of Alibaba in Russia mark Zavadsky, AliExpress first in the world among its competitors offered such a service.
According to him, the sellers, bloggers or brands so will get another channel to promote their goods, which is especially popular among young people. Live broadcasts to social networks (Facebook, “Vkontakte”, “Classmates”) is gaining popularity, he says. “We are confident that the future of e-Commerce in the convergence of social networking and retail, said Zavadsky. — For bloggers is a way to monetize quality content, for sellers — another sales channel, and for the opportunity of brand promotion through video.”
A service called AliExpress LIVE will work on the principle of teleshopping. During live broadcasts will be shown the products that you can buy immediately at the link above.
While the service is running in test mode, the first broadcast began on 21st March. In the experiment, will be broadcast in seven languages — English, Russian, Spanish, French, Portuguese, Italian and Polish. The service is based on the technology Chinese site Tmall, owned by Alibaba holding.
So far, the platform is only available to approved brands and bloggers, which takes away the administration AliExpress. Currently there are 68 participants, 20 of which broadcast for the Russian audience. At the stage of launching in Russia broadcasting will hold a lingerie brand Ardi and several popular bloggers. Testing will be held until may 2017, after which the company plans to open AliExpress LIVE for a wide range of bloggers and brands.
As told Zavadsky, yet the company has no plans for direct monetization of the project. “For us the main thing — increase in sales of quality goods at the site and more dense, direct work with bloggers and brands,” he said.
The head of Alibaba in Russia also reported that a number of large brands in the FMCG category (products of mass consumption) have already expressed interest in the platform, but they reveal he refused.
Live broadcasts were launched in 2016 only in China, shopping online Alibaba sites — Tmall and Taobao. According to the company, they have proven effective in increasing conversion and increasing sales of: during a broadcast on Taobao 320 thousand products have been added to the basket at 1 million views. However, how many of them were eventually purchased, the company did not disclose.
In may 2015, YouTube launched a similar feature TrueView. It allows you to get information about the product and make purchases through the links in the ad, which is demonstrated in the videos. Took part in testing the brands noted the effectiveness of this model, according to managers of the service.