RooLife Group is an ASX-listed China eCommerce company. We develop and execute sustainable commercialisation strategies.

ROI-Focused
Our strategies offer extensive reporting & analytics
Locally Grounded
Take advantage of our dedicated and experienced digital marketing team in China
Proven Track Record
RooLife Group has years of experience driving eCommerce sales for dozens of businesses

Cross-Border eCommerce Set Up & Operation​

As a China third party eCommerce provider, RooLife Group can launch your business on China’s most prominent Cross-Border eCommerce channels through:
  • Launching and operating your business’ flagship stores
  • Launching and operating your WeChat Mini Program
  • Selling your stock directly to major CBEC platforms, China online trading platforms as well as B2B Distributors
Celebrity Slim Livestreams
Screengrabs from a recent Celebrity Slim Livestream

Social Commerce

Roolife’s in-house marketing and sales team have the capabilities to orchestrate:

  • KOL and KOC services: procurement, campaign planning, coordination and execution
  • Video content creation, livestreaming events and campaigns
  • Omnichannel integrated marketing campaigns: spanning online and offline, social media, eCommerce
  • Promotional planning and execution for major calendar events and shopping festivals

Direct Sales to eCommerce Platforms and Businesses

RooLife directly provides product, marketing and sales support to the direct-sales departments of China’s major eCommerce platforms. These include Tmall Global, JD Worldwide, VIP Shop, Kaola and several others.

We also supply dozens of eCommerce businesses that operate standalone flagship stores across a wide variety of social and eCommerce platforms.

JD.com home page

Domestic eCommerce Solutions

Can your products be registered quickly and easily for General Trade Registration? Roolife has extensive experience registering goods for general trade to support regular OTC sales and distribution on domestic eCommerce platforms.

RooLife's Phased Approach to Business Development in China

Phased Approach to Business Development

Partners & Platforms We Work With for China eCommerce

Noteworthy Cross-Border Case Studies

Flordis Prospan
Flordis Prospan
Trilogy Product Range
Trilogy (NZ)
Celebrity Slim Black logo
Celebrity Slim
VETA Logo
VETA (USA)
A Brief History of Cross Border eCommerce

A Brief History of Cross-Border eCommerce

The Rise of the Daigou

Over the past decade, China’s middle-class population has grown at an enormous rate. In turn, so too has China’s demand for high-quality and novel foreign goods.

The emergence of multi-hundred-million-dollar grey (Daigou) channels into China throughout the early 2010s presented a number of challenges for China’s government. Not only was the industry incredibly difficult to regulate and monitor from a quality control perspective, but China was also missing out on countless dollars in foregone tax/import revenue.

Daigou traders were able to flourish; largely due to the challenges that existed for foreign brands to obtain General Trade Registration (GTR) for their products. GTR enables regular export to China, whereby product can be sold over the counter in physical retail stores. In the early 2010s, the costs and red tape associated with GTR were so high, such that most brands simply couldn’t justify a commercial China launch.

For a bit of perspective, General Trade Registration for a single skincare SKU would:

  • Cost USD$20-30K
  • Take 2-3 years to obtain
  • Entail mandatory testing on animals.

Ratification of Cross Border eCommerce in 2015

JD Founder RIchard Liu Walks Alongside Malcom Turnbull at JD Australia Mall Launch in 2015
JD Founder RIchard Liu Walks Alongside Malcom Turnbull at the JD Worldwide Australia Mall Launch in 2015

In came the implementation of Cross-Border eCommerce (CBEC) in 2015, which can be viewed as almost a pivot on personal importation laws. Foreign businesses were now able to list their products on specially registered China shopping sites for a fraction of the costs, time and red tape typically associated with GTR. i.e. Multiple skincare SKUs could now be registered and listed in a matter of days, with no animal testing, and marginal, if any registration costs. Orders could then be fulfilled directly from the business’ home country, or via CBEC bonded warehouses in specialised free-trade zones.

This was the first major step taken by the Chinese government to ‘clean up’ the grey Daigou channels. CBEC channels gave the Chinese government improved transparency, supply chain control and tax revenue over China’s imports. Simultaneously, foreign brands were able to develop an official presence in China relatively easily and inexpensively.

CBEC vs General Trade

Recent Developments in CBEC

O2O store in Hangzhou

O2O Stores

  • The development of omnichannel technologies has enabled CBEC-only businesses to obtain listing in physical retail channels.
  • Consumers can visit physical retail channels, test and try the CBEC products directly on-shelf. Then, check out via CBEC channels.
  • Stock is then released from the CBEC warehouse and shipped directly to the customer.

Social Commerce

  • Relative to the rest of the world, China’s consumers are notoriously careful when buying new products. They tend to spend a comparatively greater amount of time searching for information and evaluating the credibility of sellers.
  • This is largely due to the high presence of counterfeit products and scandals which have plagued China for years.
  • Enter Key Opinion Leaders (KOLs). KOLs were able to bridge these fundamental gaps in consumer trust by staking their own reputation on the products they promote.
  • This paved way for the explosive growth of social eCommerce platforms such as Xiaohongshu (Little Red Book) in 2017, as well as the emergence of WeChat Mini-Program stores in 2018.
  • From a user-experience perspective, consumers no longer had to leave their social media platform of choice to go shopping. Aided by technological developments such as livestreaming and O2O technologies, Cross-border shopping became an increasingly interactive, experiential, fun and importantly, engaging process. Social eCommerce platforms typically enjoy considerably higher conversion rates as a result.
  • 2019 also saw the emergence of Key Opinion Consumers (KOC’s). The dominant role of KOLs in China paved way to a string of scandals which ultimately eroded the trust of many netizens. Chinese consumers are now considerably more sceptical of commercially-drive KOL endorsements. By contrast, KOCs stake their reputation as being unbiased and transparent shoppers by trade.
girl on phone

Livestreaming

  • In 2020, China’s livestreaming revenues are forecast to hit USD$129 billion. This is up from 2019’s record of $61 billion.
  • Amplified by the COVID-19 pandemic, livestreaming is fast becoming deeply engrained into China’s eCommerce and digital realm.
  • While Taobao/Tmall are leading the category charge, livestreaming is now also available on Xiaohongshu, JD, Douyin, Bilibili, WeChat Mini-programs and many other platforms.

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