InTime's focus on livestreaming and its e-commerce app has pushed 20% of sales this year to come from online versus a 'single digit' portion in 2019, CEO Chen Xiaodong said.
InTime, the department store operator owned by e-commerce giant Alibaba, turned to livestreaming and online sales during China's coronavirus lockdown.
The digital push underscores how InTime has been able to leverage the e-commerce might and logistics scale of Alibaba in order to survive the lockdown, which saw its 65 stores closed for a number of weeks. Alibaba acquired InTime in 2017. InTime has an app called Miaojie which people can order from. Deliveries are made to customers using Alibaba's logistics network.. In some of China's e-commerce apps, users will often see videos of people talking about products. They're then able to buy items from that livestream., it does help to drive people to an online store or brand.
It was hosted via Taobao Live, the livestreaming platform run by Alibaba. Taobao is one of the China's most popular e-commerce apps, which helps InTime get customers.
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