Alibaba Group's Expansion in the Lifestyle and Experience Segment

Alibaba Group, a leading multinational e-commerce conglomerate, sought to expand its market share in the lifestyle and experience segment. Their goal was to assist traditionally operating businesses in attracting more customers through technology.

Introduction of the Koubei Mobile App

To achieve these objectives, Alibaba launched the Koubei mobile app, specifically targeting the lifestyle industry. The aim was to boost app adoption among shop owners and merchants while increasing the number of end-user customers.

Collaboration with Monstarlab

Koubei partnered with Monstarlab to develop an accessible app plug-in designed to enhance user experience for both businesses and customers. This initiative aimed to increase app engagement and drive offline shop foot traffic.

The Rise of New Retailing in China

New retailing, which integrates online and offline services using emerging technology, is gaining traction in Chinese industries. Despite this trend, many businesses continue to operate traditionally and struggle to adapt.

To address these challenges, Alibaba's Koubei app has been adopted by 2.5 million merchants nationwide. Seeking further growth, they enlisted Monstarlab's expertise.

Monstarlab's Research and Insights

Monstarlab China conducted research, uncovering three key insights:

• Tight competition among commercial complexes
• Ineffective use of digital channels by traditional marketers
• Merchants lack resources to develop their own digital channels

Development of a Mini-Program

Monstarlab developed a mini-program accessible without download, usable via popular apps like AliPay. This user-friendly solution effectively enhances customer engagement.

Results

• 60% increase in new users
• 30% increase in event attendance
• 45% increase in Koubei App daily average users