Alibaba kicks off 11.11 celebrations in Malaysia


ALIBABA Group Holding Ltd last week launched this year’s 11.11 Global Shopping Festival warm-up event in Malaysia with a party and exclusive glimpse of a new Taobao store at MyTOWN Shopping Centre in Kuala Lumpur.

Established via a partnership with MyTOWN and retailer Lumahgo New Retail Sdn Bhd, the 5,000 sq ft (464.51 sq m) retail space is scheduled to open on Nov 29, named Taobao Store by Lumahgo. It will be Malaysia’s largest and most holistic Taobao store to date.

In line with this year’s 11.11 theme “Every Single Wish Counts”, Alibaba also announced that three orphanages in the Klang Valley, namely Rumah Charis — Home for the Children, Rumah Sayangan and Rumah KIDS will receive brand-new furniture, books and other functional items kindly sponsored by Lumahgo.

The “Corner of Hope” will be customised based on the needs of each orphanage, for areas within the facilities that will benefit from a fresh new look. The makeovers will be completed by Chinese New Year 2020, allowing the children to usher in the new year with exciting new spaces.

The warm-up party at MyTOWN was attended by more than 100 guests, including business partners, key media and influencers, who were treated to a sneak preview of a pop-up store replicating the product selections of the store, featuring popular categories such as Mum-and-Baby, Beauty, Home & Living and Electronics.

Products from local brands such as Redtick, BigboxAsia, Vivid Malaysia, DirectD Malaysia and Deep Furniture were not only spotlighted at the pop-up store but will also join this year’s 11.11 sales bonanza for the first time, offering special deals for Malaysian shoppers. The popular mum-and-baby product channel Qinbaobei and Taobao Grocer will also make their debut in this year’s 11.11 for Malaysian shoppers.

Members of the public had a sneak preview of the store last weekend and stood a chance to win fabulous prizes by adding their wishes for the 11.11 Global Shopping Festival as part of this year’s celebrations.

Tmall World Malaysia marketing manager Jess Lew said at the 11.11 launch party: “Malaysia is one of our priority markets and a critical pillar in our international strategy. The opening of our latest Taobao store demonstrates our commitment to local shoppers and brands, as we further localise services and experiences for the Malaysian market.”

MyTOWN manager Azhan Che Mat said: “The digitalisation and personalisation of the retail experience that will be introduced via Taobao Store by Lumahgo will be an exciting addition to our roster of innovative tenants as it aims to target non-tech savvy customers who prefer to shop offline, but also gives the classic retail experience a digital touch, through big data and technologies powered by Alibaba.”

Lumahgo New Retail CEO Fabian Kong said the company’s objective is to provide more touchpoints for consumers of all ages in Malaysia, especially those who are not familiar with shopping online.

“Having a physical space means shoppers will be able to touch and feel a variety of products in person before making a purchase on the Taobao app simply by scanning a QR code, with the help of our staff at the store,” he added.

Around 50 billion yuan (RM29.5 billion) in promotions and coupons are up for grabs this year, for which Malaysian shoppers can use for over 200,000 brands and one million new products locally.

Globally, over 500 million consumers are expected to participate, making this year’s shopping festival the largest ever yet.