Simon teams up with global retail giant for livestream shopping in China

The Alibaba Global Shopping Festival
Simon is participating in Alibaba’s Singles Day sales extravaganza.

Premium mall owner Simon and Shop Premium Outlets are participating in a global shopping festival.

The two companies are teaming up with Tmall Global, the cross-border e-commerce platform of Chinese retail giant Alibaba Group, for a series of livestream shopping events leading up to the 14th annual Alibaba Global Shopping Festival. The annual shopping extravaganza is known colloquially as “11.11” or “Singles Day.” (Shop Premium Outlets is a joint venture between Simon and Rue Gilt Groupe.

Beginning in October 2022, the livestream events will allow shoppers in China the change to virtually shop SPO’ online inventory. They will also be able to purchase directly from participating stores located within Simon’s Woodbury Common Premium Outlets in time for Alibaba’s 11.11 Global Shopping Festival and throughout the holiday season.

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For the partnership, SPO is providing the back-end technology for Tmall Global to gain access to its inventory and product information in real time. Chinese consumers can shop SPO’s offerings of premium products via Tmall Global's self-operated global discovery storefronts.

“Shop Premium Outlets has an ongoing commitment to deliver a best-in-class digital experience to all of our shoppers,” said Neel Grover, CEO, Shop Premium Outlets. “We’re excited to power these livestream shopping events with our innovative tech and offer a new avenue to sell on-sale premium and luxury brands to shoppers in China.”

In addition, to provide cross-border logistics support, Alibaba’s Cainiao logistics subsidiary has streamlined warehousing, customs clearance, line haul and distribution for Singles Day. It has increased the number of its import line haul routes by 20% and doubled the capacity of its self-operated bonded warehouses.

For export from China, Cainiao is collaborating closely with Alibaba’s AliExpress international e-commerce platform to offer delivery services within a committed timeframe and late-delivery compensation in various markets.

To celebrate the upcoming Singles Day event, a pop-up studio will be set up in Woodbury Common Premium Outlets, to host a series of livestream events. Shoppers in China will access the livestreams through Taobao Live, Alibaba Group’s livestream commerce channel. During each event, they will be able to virtually browse and purchase SPO's inventory from participating brands and have the items shipped directly to them.

Brands that have store locations at Woodbury Common Premium Outlets have the opportunity to participate in the joint program. Celebrity influencers in China will also be part of the activation to help introduce brands to Chinese shoppers.

[Read more: Exclusive Q&A: Simon brings outlet shopping online]

“Simon is synonymous with innovation and offering consumers a variety of ways to shop. In collaboration with our retailers, livestream events, powered by Shop Premium Outlets and Tmall Global, further reinforces our ongoing commitment to an omnichannel experience.” Kelly Mikesell, senior VP of field marketing, Simon.

“We’re excited to collaborate with Simon and Shop Premium Outlets to bring such an iconic shopping destination to consumers in China,” said Tony Shan, head of Tmall Global for the Americas. “Chinese shoppers are eager to discover new brands, and this is a great way for them to explore new products and shop at their fingertips.”

Simon is a real estate investment trust engaged in the ownership of premier shopping, dining, entertainment and mixed-use destinations and an S&P 100 company.

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