Fubon Momomall Eyes YouTube Collaboration, Launches Affiliate Marketing

Fubon Momomall is exploring collaborations with YouTube Taiwan to enhance its video e-commerce presence. Recognizing the shift from traditional TV viewership to online content, the company is focusing on live streaming as a fast-paced extension of TV shopping, particularly appealing to consumers' preference for short-form video. They are integrating AI technology to automatically generate 5-minute highlight reels from long live streams, which are then placed on product pages, reportedly increasing sales by 10-20%. Further condensing these clips into 30-second to 1-minute videos maximizes content reuse and reaches consumers who watch content in short bursts. In January, Momomall launched an affiliate marketing program, a network distribution mechanism involving brands, promoters, and consumers. This initiative caters to the rising popularity of group buying and social commerce, where influencers and social platforms play a significant role in product promotion. Brands can set commission rates to incentivize participation from a wide range of promoters, including general consumers, bloggers, and influencers, thereby creating an additional channel for product promotion, especially for new items or those requiring extra marketing support.