Tmall Global creates hotline where diplomats & celebrities from across the world answer shopper queries from China

Chinese tech and retail firm Tmall has come up with an interactive installation called ‘Tmall Global Hotline’. 

Created by F5 Shanghai, the hotline claims to address a key consumer issue in China – the fact that while shoppers are increasingly looking to purchase or experiment with products from around the world, they have many questions about these that remain unanswered.  

And so the hotline which linked Chinese shoppers on Tmall Global with people from all over the world including diplomats and celebrities qualified to answer their queries.

In response to a query from Mumbrella, a spokesperson for F5 said: “We only built one booth which was located at the National Exhibition and Convention Centre Shanghai during the China International Expo 2019.”

The conversations took place during the China International Expo which went on from November 6 to November 10. Alibaba interfaced with  diplomats, celebrities and other locals in several countries around the world to receive calls.

The F5 spokesperson said: “They are very willing to contribute to this project because Tmall Global sold goods imported from their countries. The messages are in real time and are supported by the Chinese and multi-language translation technology, developed by the tech team from F5 Shanghai.” Tmall Global stocks 20,000 brands from 77 countries.

In response to a question about the further application of the technology, the spokesperson said: “This idea is very suitable for platforms like imported e-commerce, overseas travel or overseas education as it breaks language barrier and helps Chinese consumers make better decisions.”

Over 1,000 calls were fielded through the course of the promotion.

A note from F5 Shanghai on the campaign said: “Data from Tmall Global shows that more than 55% of its users are millennials. 

“Compared to the previous generations, this new generation is very independent-minded. Thus, unlike traditional media, having a creative installation is a good way to get them interested in Tmall Global and its offerings.”

Tmall Global project leader FenQi said: “This is not just a marketing campaign in my opinion. 

“We hope this will become a part of Tmall’s international service experience. As we are seeking brand upgrades, this actually upgrades our services, products and business models.”


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