Editor’s Note
This article highlights a successful cross-border e-commerce initiative, blending live-streaming commerce with cultural exchange. It underscores the growing trend of international digital marketplaces and the role of major platforms in facilitating global trade.
From February 21st to 25th, the live-streaming e-commerce event “Global Goodies Festival: Thailand Value Traceability” successfully concluded. This cross-border live-streaming event was initiated by China’s leading e-commerce platform Taobao Live, hosted by Thailand’s Huatai Group, and strongly supported by the Department of International Trade Promotion (DITP) and the Gem and Jewelry Institute of Thailand (GIT), organizers of the 69th Bangkok International Jewelry Fair, as well as the Thai-Chinese Youth Chamber of Commerce, jointly creating a cross-border shopping carnival and cultural experience journey.
This Thailand traceability live-streaming event gathered over 40 renowned Taobao hosts from around the world, including top Taobao host Lie’er Baobei, professional jewelry host Skirt Sister, seasoned Taobao Global Buyer Little Cow Europe Shopping, and MIA Canada Purchasing Agent. They delved into the front lines of the Thai market, vividly showcasing the unique charm of Thai products and the globalized consumption experience through Taobao Live’s lens.
On the grand opening day of the Bangkok International Jewelry Fair on February 21st, the entire Taobao Live traceability host team was mobilized, conducting real-time mobile broadcasts from the exhibition floor, sharing this dazzling jewelry feast with viewers. To meet the needs of different hosts, the jewelry fair organizers even provided dedicated live-streaming rooms for Taobao hosts on-site, supporting both mobile and fixed-location live broadcasts.
According to incomplete statistics, on the first day (February 21, 2024), the event attracted over 130 million online viewers from China, generated product orders exceeding 4 billion Thai Baht, and drew the attention of the Thai government. Thailand’s Deputy Prime Minister and Minister of Commerce, Phumtham Wechayachai, personally visited the Taobao exclusive live-streaming room. He experienced the unique charm of Taobao Live and the powerful vitality of the live-streaming economy firsthand with Wang Yimei (alias: Mandy), head of Taobao Live and Taobao Global for this traceability event, Mr. Zhao Zhendong, Chairman of the undertaking party Thailand Jewelry Trading Platform, Mr. Zeng Wei, General Manager of Huatai Group’s Jewelry Business Division, top Taobao host Lie’er Baobei, and several overseas hosts. He expressed full recognition for the professionalism of the organizers and their influence covering the global Chinese community.
Furthermore, the live-streaming scene attracted the attention of many local Thai and overseas jewelry exhibitors, who actively connected with platform staff in anticipation of future cooperation.
On February 22nd, another climax arrived at the jewelry fair site—the Taobao Live Thailand Host Recruitment Conference.
The Bangkok recruitment conference invited over 150 guests, including Mr. Phongwit Sra-ong, Deputy Director-General of DITP; Mr. Sumed Prasongpongchai, CEO of GIT; Mr. Li Jiacheng, President of the Thai-Chinese Youth Chamber of Commerce; Mr. Ye Zhencan, General Manager of Taotian Group-Taobao Live; Ms. Wang Yimei, Director of Taotian Group Taobao Live; Mr. Li Shuai, Chairman of Yubiao Holding (Guangdong) Co., Ltd.; Ms. Yi Yaoyao, Brand Principal of Cuiyue Jewelry; Mr. Liu Wenhui, Chairman of Chenghao Jewelry (Guangzhou) Co., Ltd.; Ms. Bai Yan, Head of Taotian Group-Taobao Live Ecosystem Operations; Mr. Zhao Zhendong, Chairman of Thailand Huatai Group and Huatai Jewelry Trading Platform; representatives of top Taobao hosts; and representatives of Thai-Chinese jewelry enterprises.
Mr. Zhao Zhendong, Chairman of Thailand Huatai Group, introduced the group’s major breakthrough in jewelry e-commerce—obtaining licenses in 2023 as the first jewelry category service provider and MCN agency in Thailand for multiple e-commerce platforms led by Taobao—and shared the group’s four strategies for cultivating hosts in product, professional capability, operations, and marketing.
With representatives including Mr. Phongwit Sra-ong, Mr. Sumed Prasongpongchai, Mr. Li Jiacheng, Mr. Ye Zhencan, Ms. Wang Yimei, Mr. Li Shuai, Ms. Yi Yaoyao, Mr. Liu Wenhui, Ms. Bai Yan, and Mr. Zhao Zhendong jointly pressing the launch ball, and witnessed by the countdown of all guests, the Taobao & Huatai Jewelry Trading Platform Global Host Recruitment Conference for the 69th Bangkok Jewelry & Gem Fair was officially launched.
All attendees also witnessed the signing ceremony between Huatai Jewelry Trading Platform and global host representatives. Statistics show that over thirty new hosts were signed online and offline.
Mr. Sumed Prasongpongchai, CEO of GIT, presented “Thailand Jewelry Recommended Merchant” certificates to three enterprises including Yubiao Holding (Guangdong) Co., Ltd., Cuiyue Jewelry, and Chenghao Jewelry (Guangzhou) Co., Ltd. He also presented honorary “Jewelry Recommendation Ambassador” certificates to four KOLs—top Taobao hosts Ms. Li Lie, Ms. Zhang Qun, Ms. Liao Yihan, and Ms. Huang Ting—in recognition of their efforts and contributions to Thailand-China trade, including jewelry.
At the end of the Taobao Live Thailand Host Recruitment Conference in Bangkok, a special global live-streaming industry sharing session was held. Key personnel from Taobao Live shared policies and platform strategies regarding billions in traffic and tens of millions in cash incentives for overseas hosts.