Alibaba Group has announced that Malaysia is among the top 10 export markets to China by growth in gross merchandise value (GMV) during this year’s 11.11 Global Shopping Festival. Bolstered by improved branding efforts, Malaysia was ranked 8th among the top performing markets, demonstrating the growing appeal of its products vis-à-vis those from other countries.
Malaysian products and brands recorded a 122% year-on-year GMV growth, on the back of increased favour for Malaysian brands and merchants among Chinese consumers. The top three most popular product categories were health supplements (such as bird’s nest), instant coffee, and baby strollers, while the top three Malaysian brands were PT Swift Marketing Sdn Bhd (正典燕窝), OldTown White Coffee, and ChekHup (泽合) Coffee.
Malaysia’s relative outperformance can partly be attributed to sustained efforts by Malaysian government agencies, ministries, local merchants and Alibaba Group to increase brand awareness for Malaysian products in China. In September, Alibaba Group hosted Malaysia Week in Shanghai to broaden the reach of local products in the Chinese market. As one of Alibaba Group’s many Electronic World Trade Platform (eWTP) initiatives, Malaysia Week showcased over 800 products from 100 Malaysian brands to increase awareness and interest in Malaysian products on a global stage.
This year’s 11.11 also provided some insight about the Malaysian consumer by the bargains they picked up:
- The most expensive item bought in Malaysia during 11.11 was an OSIM massage chair at RMB17,990 (RM10,650)
- Multiple brands sold more than 3,000 robotic vacuum cleaners, making it the single most popular product category among Malaysian consumers
- The best-selling beauty product was the ‘Household pore-cleansing facial device’, popularised in Malaysia by live-streamer Lee Jia Qi.
- The top Tmall product categories in Malaysia were mum and baby, apparel for men and women, furniture, and 3C digital products.
Products from rural farmers in Malaysia also performed well during this year’s 11.11 on Lazada’s flagship platform Lazmall. The Desaku Flagship Store, which specializes in products from local farmers in Pahang, had all its listed products and bundles snapped up during the 24-hour sale, indicating a high demand by Malaysian consumers for local products, such as Orang Asli organic rice, Sempalit peanuts, Bentong soy sauce, and Bentong ginger powder.
The store is the brainchild of four Malaysian entrepreneurs who, after having joined Alibaba’s Netpreneur training programme, were inspired by the success of the Taobao Village model in China, and upon their return to Malaysia decided to set up the store to provide opportunities for underserved communities through e-commerce.