PODCAST : - 3 Online Marketing Strategies from Alibaba’s Top Female Executive - PODCAST:

3 Online Marketing Strategies from Alibaba’s Top Female Executive

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TRADERTALKESNET - Jessica Liu becomes one of the most influential women in China’s e-commerce industry and plays important. The Alibaba’s Fashion Executive formerly worked for China Machine Press, a state-run company that sells book. She entered the business when the “fashion” category entered the e-commerce. As widely recognized, the first category in the e-commerce industry was books.


After joining the China’s Amazon, Jessica Liu learned much about online marketing strategies, consumer experience, pricing strategies, technology, and product categories. She began learning about the local e-commerce like Tmall and Alibaba. It did not took her long to move to local e-commerce and to make a mark in China’s e-commerce industry. Now, she is the president of fashion at Alibaba’s big retail, namely, Tmall.com.


Every sales executive has different online marketing strategies. Some treat their e-commerce as a discount channel while others see it as a ‘tool’ for branding and communication with the customers. Jessica Liu has a different perspective about it. For her, the common determinant of success in online sales is open-mindedness. The online businesses must be open-minded. Open-mindedness means:





In fact, Jessica Liu could not define exactly when a business is called open-minded. Every customer behaves differently. Every seller has different expectations. Furthermore, results from a single product may be different with individuals. However, without open-mindedness, an e-commerce will face hardships in online industry.


The President of Tmall emphasized the role of technology in online marketing strategies. Studies showed that successful companies are those with ability to asses the trends based on consumer signals produced by digital tools. This way, those businesses could make necessary adjustments to their marketing and pricing strategies.


Moreover, with technology, businesses could also design customized strategy to build connections with the consumers. Jessica Liu agrees, “The better the connection between the business and the consumer, the more successful it will be.”


Jessica Liu honors a long-term partnership. She pointed out an example, namely partnership of the British luxury brand, Burberry, and Tmall. The two collaborated for London Fashion Show last year, and became a stronger team since then. Collaboration between the two brands finally ended up with positive results. They found consumer segments at relatively attractive points. They are mid-end and younger ones.


Furthermore, she designed a different collaboration between Luxury Collection (a luxury hub or Tmall) with Burberry. The partnership also featured a success, as both have benefited from it.  Then, Tmall made a small entry to New York Fashion Week with 4 Chinese brands.


Another important part in Jessica Liu’s online marketing strategies is continuous innovation. Tmall also set up a plan to benefit from Alibaba’s new technology, namely, “see now, buy now.” This features a runway show,...



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