Alibaba launches ‘‘LiveNOW’’ CSR Programme to Empower B40 Community in Malaysia
Alibaba Group today announced the launch of LiveNOW KOL Livestreaming Training Programme to help more Malaysians find e-commerce success through livestreaming. The nation-wide training programme will be firstly held in-person across three states, including Selangor, Penang, and Sarawak, from 3 September to 4 October 2020.
Alibaba LiveNOW CSR programme uses technology for good as part of the global eWTP initiatives. The goal of the programme is to help the B40 Group find new opportunities to improve their economic wellbeing and contribute to the nation’s economic development through e-commerce and livestreaming, a core medium in the future of e-commerce.
In collaboration with MODEN Academy and with the support of state governments and organizations of Selangor, Penang, and Sarawak, the two-day in-person programme will incubate over 200 selected KOLs across Malaysia. The Selangor, Penang, and Sarawak government agencies are supporting the initiative by sponsoring the training venues and play a critical role in evaluating the submissions and progress of participants from their state.
Jess Lew, Country Manager, Tmall World Malaysia, said, “Using technology for good is at the heart of everything we do. Aside from providing access to tools and platforms, Alibaba Group also provides KOLs with an end-to-end ecosystem that supports their training and provides them with opportunities to work with brands. The programme will leverage this expertise and extensive resources to provide Malaysians in need with the skillsets needed for successful e-commerce livestreaming.”
Jerry Hang, Founder of MODEN Academy, said, “E-commerce livestreaming is emerging as one of the most in-demand skills of the future, and we hope this programme will help them build up their personal branding and positioning through their digital journey in these difficult times. Through the course, participants can learn more about various aspects of livestreaming, including designing key visuals, copywriting and live-streaming skillsby our successful teachers, who are livestreaming KOLs themselves. Interested participants can join our public classes to know more.”
Apart from technical skills, the hands-on training programme will also impart soft skills for success from how to engage with an audience effectively, creative ideas to capture attention of the audience, products detailing, promotion selling and persuasive selling etc.
The programme will also provide livestreamers with an opportunity to conduct livestreamed shows through various channels and platforms such as Taobao Malaysia and Lazada Malaysia. Shortlisted participants from the two-day programme will also have a chance to join the 11.11 Global Shopping Festival, the world’s largest one-day shopping festival, where they can help brands by putting their livestreaming skills to test.
Building a Livestreaming KOL Ecosystem
Alibaba Group has been a trendsetter of the livestreaming in e-commerce, which is now a staple of e-commerce in China and gaining traction around the world. Some of the more prominent livestreamers cultivated through Alibaba’s e-commerce platforms include Viya, Austin Li, and Cherrie, who are now successful mainstream personalities in China.
During Malaysia Week 2019, China’s top livestreaming KOLs promoted Malaysian brands through Taobao livestreaming, resulting in impressive sales records at unbelievable speeds. The vast and loyal following of the KOLs engaged resulted in 80,000 bottles of bird’s nest were sold in just five minutes and over 3,000 units of Boh Tea packs were sold off in only three seconds in a separate session. Recently, local footware brand Fipper managed to sell 4,000 pairs of slippers in just five minutes through a livestreaming session by Cherrie, one of top livestreaming stars in China, during the 618 Global Sales Festival Campaign.