Taobao Tmall '618' Phase 1 Live Broadcast Promotions in HK Result in High Double-digit Sales Growth YoY
CK Chan, Head of Hong Kong and Macau of Tmall Taobao World, noted that this year's 618 mid-year promotion continues to be conducted in phases as in previous years, with the first phase of sales started on May 31 and ended on June 3. During the period, the total transaction amount, the number of purchases and the unit price per customer all recorded double-digit growth YoY.
Chan stated that the platform did not see the consumption trend shift from online to offline after the epidemic, instead attracting a lot of new customers, with significant growth in search and transaction volume over the past three months.
For the 618 e-commerce festival this year, Taobao Hong Kong cooperated with local artists to conduct a total of 10 live broadcasts, offering exclusive offers and limited products to Hong Kong users. Chan revealed that the platform's total Hong Kong live sales during the first phase of the campaign had recorded a high double-digit growth YoY.
Chan pointed out that the live broadcast cooperation between Taobao and $TVB (00511.HK)$ is mainly for mainland users, but Taobao Tmall Hong Kong's live broadcast activities in the city are also developing satisfactorily. He believed that Hong Kong users have a high degree of adaptation and acceptance to live broadcasts, and the number of viewers and viewing hours have continued to increase.
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