Leveraging on Malaysia Week Campaign 2019 to Drive Malaysia's Exports

SATURDAY, 21 SEPTEMBER 2019, KUALA LUMPUR: As part of the task force members of the National eCommerce Council (NeCC), Malaysia External Trade Development Corporation (MATRADE) is coordinating the Malaysia Week Campaign 2019 (MW2019) with the objective to accelerate export of Malaysia via e-commerce into China.

MW2019 is an annual programme which has started from 16 to 22 September 2019 will provide a global platform to Malaysian companies to showcase and promote their products and services to not only China but also to global markets. This year, more than 100 Malaysian brands ranging across more than 800 products are participating in the campaign. Among the products that are well-accepted in China including Malaysian durian musang king and bird nest.

The campaign is mainly supported by other ministries and agencies as co-organiser that works directly with Alibaba’s Business Units for designated segments namely:
(i) B2B channel via 1688.com and Alibaba.com (MATRADE);
(ii) B2C channel via HEMA Superstores (MDEC);
(iii) Retail segment via HEMA Superstores (MOA & FAMA); and
(iv) Tourism segment via Fliggy (Tourism Malaysia and Tourism Selangor).

MATRADE will facilitate the coordination of programmes such as undertaking the promotion of Malaysia’s exports via online-to-offline (O2O) marketing; coordinating a roundtable meeting between Alibaba Business Units and Malaysian exporters; as well as assisting the closing ceremony of MW2019 which will be witnessed by YB Datuk Ignatius Darell Leiking, Minister of International Trade and Industry (MITI) on 22 September 2019.

The O2O marketing via engagement with Chinese Key Opinion Leaders (KOLs) is a new and bold initiative taken by MATRADE to enhance visibility of Malaysian brands in this market. According to a report by A.T. Kearney, more than 60 per cent of Chinese consumers are receptive to online influencers. In addition, a recent study by Accenture, more than 70 per cent of Chinese Gen Z consumers prefer buying products directly via social media than through other channels, compared with 44 per cent of the global average.

MATRADE had collaborated with Alibaba for its eTRADE programme since 2014. eTRADE is a programme implemented by MATRADE to promote the adoption of e-commerce among Malaysian companies to accelerate exports through participation in international e-commerce marketplaces. Alibaba was the first e-commerce platform for this programme.

Updated by Corporate Communication Unit

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