MAM
WPP’s Kuvera joins hands with China’s mobile platform PaiPai
MUMBAI: Kuvera, a wholly owned WPP company specializing in e-commerce in China has forged a partnership with Paipai, China’s social commerce platform on mobile owned by JD.com. The deal names Kuvera as Paipai’s strategic partner in a new initiative of developing mobile social e-commerce in China for global brands.
Under the agreement, Kuvera acts as a total solution provider for WPP’s clients to conduct online retailing business on Paipai’s e-commerce platform, utilizing social networking and a variety of marketing tools; if circumstances permit, Paipai will recommend WPP agencies to Paipai’s merchants, as a preferred service provider of marketing and promotion services and as a strategic partner of Paipai.
Specifically, Kuvera becomes a qualified service provider on Paipai and will assist Paipai to recruit new brand merchants. Kuvera will provide a full spectrum of services to clients, including transaction services, storefront management, brand promotion and customer relationship management (CRM). In turn, Paipai will provide clients with necessary support and resources, including traffic, technical solutions and merchandising staff.
The agreement also provides Kuvera access to Paipai’s advertising inventory, including its organic traffic and traffic from social media which Paipai connects with, such as WeChat and QQ.
“It is a milestone that we are going to provide a total solution package including advertising and online sales for global brand names under social e-commerce context. Through Paipai and Kuvera, we hope more global brand names can enjoy the benefit and excitement that social e-commerce brings to them and we hope JD and WPP will have further and tighter co-operation along the way,” said JD.com CEO Richard Liu.
“China’s consumers are among the world’s most engaged in the e-commerce, social networking and mobile spaces. This agreement provides WPP and our clients the ability to leverage Paipai and JD.com’s platforms,” added WPP CEO Martin Sorrell.
“Brands are seeking to reach Chinese consumers more effectively, particularly over social and mobile networks. With this agreement, our clients now have greater access to social commerce channels, including the highly popular WeChat ecosystem,” said WPP China CEO Bessie Lee.
In 2014 in Greater China, WPP companies (including associates) generated revenue of $1.5 billion with almost 15,000 people, with digital revenue around $450 million. WPP’s global digital revenue was $6.9 billion in 2014, representing 36 per cent of the Group’s total revenues of $19 billion.
“We are excited to have WPP as a strategic partner of Paipai. With WPP’s unparalleled branding and advertising expertise globally, we together will provide a total solution including brand and long tail ads and marketing strategy to our customers in the social commerce universe,” said Paipai president Kate Kui.
Brands
Malaika Arora launches Maejoy accessories brand with Myntra partnership
New label debuts with 250 plus handbags and lab grown diamond jewellery.
MUMBAI: When style meets sparkle, a new brand is ready to take centre stage. Actor and entrepreneur Malaika Arora has launched a lifestyle accessories label called Maejoy, developed in collaboration with Exceed Entertainment and Myntra Jabong India Private Limited (MJIPL), the B2B wholesale arm of Myntra. The brand enters the market with a debut collection of more than 250 styles spanning handbags and lab grown diamond jewellery, two categories that continue to define everyday personal style for modern consumers.
The handbag lineup includes crossbody bags, structured shoulder bags, bucket bags, totes, backpacks, clutches and workwear inspired designs. The pieces are crafted using materials such as synthetic leather, raffia, braids, satin, rhinestones and metallic finishes.
Alongside the bags, Maejoy has introduced a jewellery range featuring lab grown diamond rings, earrings, pendants, bracelets and tennis bracelets. The pieces are set in 925 sterling silver bases with gold, silver and rose gold tones, and include diamonds certified by IGI and GCI.
Positioned as a premium yet accessible accessories label, Maejoy is built around the philosophy “The Joy of Being Me”, aiming to blend aspirational fashion with everyday usability. The brand’s positioning centres on three pillars: authenticity, empowerment and accessibility.
Arora described the venture as a natural extension of her long association with fashion and personal style.
“Maejoy is a labour of love. Throughout my career, whether on screen, in business or through personal style, I have always believed fashion should feel empowering yet effortless. The Joy of Being Me celebrates individuality while making global fashion trends more accessible,” she said.
MJIPL, CXO and head of house of brands Suman Saha said the brand brings together Arora’s style perspective with a strong opportunity in the accessible premium accessories segment.
“Maejoy combines Malaika Arora’s distinctive style sensibility with fashion forward designs that we believe will resonate strongly with consumers looking for elevated yet wearable accessories,” he said.
Exceed Entertainment CEO Afsar Zaidi added that building celebrity led brands requires balancing authenticity with market viability.
“Malaika commands respect both as a fashion icon and a businesswoman. Bringing her creative vision together with Myntra’s brand building expertise creates a strong foundation for Maejoy,” he said.
The collection is available exclusively on Myntra through its website and mobile app, making the brand accessible to millions of shoppers across India as it steps into the competitive lifestyle accessories space.
