Under the Radar: (SPECIALS) On the Go from Hong Kong — what should we know about Taobao’s new strategic direction in its overseas business?

This time, finance presenter Chua Tian Tian reports from Hong Kong, where Chinese e-commerce giant Taobao announced one of its most significant strategic shifts for its overseas business in recent years to focus on the quality and distinctiveness of products listed on its platforms.

To support the shift, Taobao embarked on a comprehensive upgrade to its cross border shopping experience, with expanded direct access worldwide to curated stores and products from China.

Taobao also noted that the new strategy is backed by substantial investments in the region, adding that it spent over RMB 100 million on marketing efforts alone in Singapore for this year’s single’s day campaign period. 

But how exactly does the new direction prepare Taobao for its next phase of growth in both Asia Pacific and Singapore, where e-commerce competition is intensifying of late? 

In this “On the Go” Special episode of Under the Radar, Tian Tian seeks to answer the question by speaking to Ye Tian, General Manager, Taobao & Tmall Overseas and Cora Cai, Country Head, Taobao Singapore.

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