Kaola’s new adventure after joining Alibaba

Kaola’s Target Audience

At present, Kaola has gathered more than 10,000 brands around the world, and most of them are young users, among which 60% are under 30 years old and 34% are born after 1995. Many companies said that they hoped to generate more young users after entering Kaola.

Kaola “Ten Million Stars” program

On December 10, 2019. Yiman Liu, COO of Kaola, announced at the recruitment conference of merchants and service providers that “Kaola will recruit 10,000 new merchants and 10 million products in the future”. At the conference, Kaola started the “ten million stars” program and opened it to international companies.


This is the first recruitment since Kaola joined Ali in September, and more than 1000 brands and representatives around the world attended the conference.

Kaola and Alibaba’s strategic upgrade

After the entry of Kaola, the import business of Alibaba will upgrade to a “dual-brand” strategy, T-mall Global and Kaola overseas will cooperated with each other. Kaola will become a new channel for global companies to develop their businesses in China. Besides, Kaola has gathered more than 10,000 brands around the world, and most of them are young users, among which 60% are under 30 years old and 34% are born after 1995.


After the recruitment, Kaola will provide merchants with speedy support of entry standards and process. And it will also support merchants with operations, customer service logistics and warehousing. In addition, Kaola will also provide training and import big data support for merchants.

New opportunities for businesses with Kaola

How to layout on two platforms, incubate new brands, and reach Chinese customers more effectively, will become a new opportunity for companies. Many companies said that they hoped to generate more young users after entering Kaola.


Data show that China’s imports and exports have bucked the trend this year, with cross-border e-commerce and retail up 20%. Alibaba set a five-year import target of $200 billion at the first import EXPO in 2018. After one year, 123% of the target for the first year was achieved.


In addition, during the import EXPO this year, Kaola sighed contracts with more than 30 famous international brands, including Johnson & Johnson, L’Oréal, Danone and other brands. On November 11th this year, the number of merchants on Kaola has increased by 91% and the number of goods has increased by 71 %.


“Under the dual-brand strategy of Ali import, Kaola has become a new increment of merchants,” said Yiman Liu.

1 comment

  • Bizhan Nasseh

    I just published a true story “America’s Beautiful Heart” at Amazon, it has translation version in Traditional Chinese.
    About 50% of the book is about life in Iran as officer in Shah’s Army, includes a few untold stories such as assassination of officer, chasing terrorists and capturing two of them; escape of officer and two terrorists to Russia; Royal prisoner (Bahman Hojat) in my prison; another 50% of the book is in new country (America) with all challenges and success stories.
    The following is Prologue of the book. My wish is the Chinese online version to be advertise in China, the story could be very interesting for some of them.

    America’s Beautiful Heart
    True Story

    Dr. Bizhan Nasseh

    When I saw our leadership and a segment of society forgot how our great country was built by immigrants like their parents and grandparents, I made decision to publish my life story as a book. I shared as an immigrant my experiences, journey, struggles, accomplishments, and contributions to my new country.
    “Immigration is not just a link to America’s past, it’s also a bridge to America’s future.”
    George W. Bush
    “Everywhere immigrants have enriched and strengthened the fabric of American life”
    John F. Kennedy
    A retired 73 years old man sits on a bench in a small Park of a city in Puget Sound’s shores. His mind travels to times playing bare foot in the dusty cobblestone streets, swimming naked in rough river current, eating forbidden fruits and getting chased by farmers. He recalls daily fights with playmates and kids from other streets and horse carriage rides through barbed wire to show courage. As the first college graduate in his family and neighborhood, he enjoyed competition and coaching Boxing, Soccer, Track and Field, playing chess, teaching and practicing Karate and Tai Chi. This man had love for education and earned four degrees in the varied subject matter of Criminology, Economics, Computer Science and Education. He wrote computer textbook, book chapter for the Columbia University, and published and presented over 50 times in national and international journals and conferences. He gained balance and tranquility though art by oil painting and sharing his paintings with charities and friends. Firm military training prepared him for personal and professional challenges and learned to serve with commitment and honor. The gift of being husband and father opened his heart to love, affection, and responsibility. Managing high security prison, fighting crime and criminals for over 12 years made him to appreciate the value of the social respect, law and order in society. Mystery of his officer and two terrorists’ escape from high security prison to Russia created apprehension, agony, and found peace after undoing the mystery of the escape. Unfair assassination of his young officer by terrorists, chasing and capturing of two terrorists made him appreciate the gift of empathy, forgiveness, and reconciliation. He left a life of luxury in Iran with his wife and two very young daughters, dreaming of a life of stability in the United States of America, with its endless opportunities. Enduring the social and educational challenges of the new country, and erroneous deportation made him and his family stronger and more appreciative of the opportunities offered by their new country.
    As a university teacher, researcher, and administrator found deep satisfaction and honor in serving, teaching, and sharing knowledge. As director of two major grant projects, had great satisfaction in being able to develop partnership with Gateway, Cisco, Intel, Digital Bridge, Alvarion, Discovery, HNET-Baltic (Liutvenia), and Xirrus in providing three rural elementary schools, a neighborhood, and a library with high bandwidth wireless connections, teachers’ training and support, needed classrooms’ computer technologies, video conferencing equipment, and online content. He was one of the main principals that developed a wireless company “Afterimage GIS,” through university in Muncie, Indiana and for years served as General Counsel of the company. As husband who is proud of his wife’s resilience in raising two daughters while completing her graduate degree and serving university for over 25 years. As father is proud of his daughters’ achievement as physician and lawyer in their new country.
    The book “America’s Beautiful Heart” that published at Amazon, Barns & Nobles, Google Play and Books, Apple, and Kobo is one of heartwarming friendship, drama, struggle, survival, love, triumph, and contains humorous recollections of events during first few years in America. The story is about an immigrant, who fought many anonymous battles in his life. The only thing at the end he asks readers is trying to understand immigrants, their battles in life, their accomplishments, and services to their new country. They are good people with dreams for better life, like your parents and grandparents when they immigrated. Be kind, understanding, and open minded with them.

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