Spending power has increased in China over the past few years, and Chinese consumers start to have an increased appetite for imported goods. With millions of foreign products trying to penetrate the Chinese market, how can Chinese consumers learn more about them? 

F5 Shanghai created an interactive installation called the “Tmall Global Hotline” for China’s no.1 cross-border e-commerce platform, Tmall Global. 

Embedded with Chinese and multi-language translation system, the installation enables Chinese consumers to ask shopping tips, reviews, and advice from people around the world — from celebrities, diplomats, and more.

Data from Tmall Global also shows that more than 55% of its users are millennials, and compared to previous generations of shoppers, this group is more critical and cautious. Thus, we went beyond traditional media with this creative installation that gave them a tool to find out more about the products.

FenQi, the Project Leader from Tmall Global says, “‘Tmall Global Hotline’ is not just a marketing campaign in my opinion. We hope this will become a part of Tmall's international service experience. As we are seeking brand upgrades, this actually upgrades our services, products, and business models."