Access Brand Co.’s live commerce sales platform launch to have initial APAC focus

Teddy Cambosa - April 28, 2023

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Sydney, Australia – International brand management business Access Brand Co. has announced the launch of its live commerce sales platform with an initial focus in the Asia-Pacific region. The platform is designed to raise brand awareness and drive sales of the company’s portfolio of premium health and wellness products.

This is done by providing top-tier independent influencers with unique brand experiences, combined with an introduction to the iconic Australian lifestyle. The portfolio includes cellular health specialist Science, Research, Wellness (SRW), plant-based nutrition brand eimele, iconic cosmetics company Napoleon Perdis and the global leader in ingestible collagen, Vida Glow, among other leading beauty, health and wellness brands.

The platform has first signed in Nicole Chenyn, a leading Chinese Influencer with a combined social reach of over 1.9 million followers across platforms like TikTok, Douyin, Insta, Facebook and WeChat. The influencer’s initial content sees her being immersed in a range of creative brand experiences in Sydney over five days.

For Livia Wang, chief brand officer at Access Brand Co., the launch of the platform is the next step in the diversification of their retail channels, adding that partnering with influencers like Chenyn enables them to raise awareness of their brands and products in a way that is curated specifically for their particular audience of video shoppers.

“We’ve been impressed by the way that Nicole and her team have worked creatively to build engagement for our brands while keeping the style of her content consistent and authentic. Significantly, she sold over $327,466 AUD of our hero products during her latest live commerce event. With live commerce, you can throw away the rule book on social media and brand marketing, because everything pivots towards what works for that one distinct ultra influencer and their community within a real time context. Working with celebrity streamers, it’s the influencer who is in charge, not the brand managers,” she explained.

She added, “Our role is to facilitate a VIP Australian experience and support their interpretation of our brand stories. Each celebrity streamer will have a very different way of approaching our products and brands, so there’s a natural variation in the direction and style of the resulting content. Live commerce is an amazing and powerful new sales platform, and we are integrating it within our sales and marketing strategy.”

Meanwhile, Amelia Hu, celebrity streamers program manager, commented, “Celebrity streamers is like the Top Gun of live commerce, the best of the best. We are actively looking to build our platform and want to work with the top tier of international Influencers and KOLs. Our wish list includes sizable and engaged communities, live sales credentials, good English language skills, creativity and a strong personal alignment with premium wellness as a category. As online retail merges with live streaming to create live commerce, credibility and authenticity is still at the heart of brand success.”

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