With less than three weeks to go to China’s biggest online shopping event, which takes place each year on November 11, Southeast Asia’s most populous nation has announced plans to cash in on the action.
Five champion Indonesian brands that are favorites among Chinese consumers have been selected to be featured through Alibaba’s ‘Indonesian Pavilion’ portal during the Singles Day shopping fest. They are:
- Indomie, the world’s top-selling instant noodle brand
- Richeese Nabati, whose cheese wafers are a perennial top-seller on Taobao
- Papatonk,kerupuk shrimp crackers
- Yan Tyty, premium bird’s nest
- Kapal Api, civet coffee
Indonesian president Joko “Jokowi” Widodo starred in a one-minute online video to make a pitch for Indonesia to Chinese consumers and stump for the brands.
In its bid to narrow a growing trade deficit with China, Indonesia signed up Alibaba founder Jack Ma as an e-commerce advisor to help the country to use digital platforms to reach Chinese consumers.
If all goes well, Indonesia may also be home to a Jack Ma Institute to train a new generation of e-commerce talent in the nation. The idea was first floated at a meeting between the president and Jack Ma at their meeting on the sidelines of the Asian Games in Bogor Palace in West Java in September.
With 10 million products on offer during the festival, competition will be tough, admits Triawan Munaf, chairman of Indonesia’s Creative Economy Agency. Next year, he says Indonesia may send at least a million products to the festival.
Online sales surpassed $44.5 billion in 24 hours in last year’s Double 11 shopping festival, with the lion’s share of $33 billion going to Alibaba, according to the group’s 2017 Singles Day report.