Taobao Global Successfully Launched Online “Project Magellan” in Australia

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Taobao Global, under Alibaba’s Taobao Marketplace that enables overseas merchants to sell different foreign products to Chinese consumers and creates business for SME brands from around the world through its community of buyers. (Buyers: online personalities who use social media posts and live streams to engage with and promote items to their followers in China and generate sales for various brands.)

Under “Project Magellan,” named after Portuguese explorer Ferdinand Magellan, who led the first expedition in history to circumnavigate the world, Taobao Global will step up its efforts to discover “small but beautiful” brands around the world and bring home products that appeal to Chinese consumers. “We expect it (the program) will attract over 100K brands to participate. We will also work with local KOLs to promote the brand so that we can make sure Chinese customers purchase with confidence,” said Yao Wei, the Director of Taobao Global.

On 27th and 28th May 2020, authorized by Taobao Global, ANBA launched “Project Magellan” the first time in Australia with great success. Although ANBA had to cut the “Project Magellan” offline event due to COVID-19, the online “Project Magellan” worked with 19 buyers and ten live-streamers and brought over 50 SKU to the Chinese customers through the Taobao Global platform.

“We aim to run ‘Project Magellan’ regularly every eight weeks, which will bring unique products directly from the source, and at the same time, facilitate the market entry of local SMEs that have the potential to succeed in China.” Said Kevin Zhang, the President of ANBA.

In particular, Taobao Global and ANBA will focus on empowering ANZ SME brands in different categories, including health care, food, mother and baby products, Etc.

May 2020 “Project Magellan” Featured Brands
For more information of Taobao Global, ANBA, “Project Magellan” and other projects & activities, please contact

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