Hegen is honoured to be the first Singapore brand at Alibaba’s 11.11 Singles’ Day 2017 Live Broadcast

Hegen today announced that it was officially invited to be on Alibaba’s 11.11 Global Shopping Festival – the world’s largest e-­commerce event. It will be amongst 40 other major international brands from China, the United States, Japan, Italy, Spain and Sweden on Tmall.com, a unit of Alibaba’s Taobao e­commerce arm.


Yvon Bock, Founder and Managing Director of Hegen Pte Ltd, will represent the company alongside the other brand’s representatives on the programme ‘Feng Kuang Boss’ – Mandarin for “crazy boss”, a promotional 12-­hour live broadcast by Tmall. The programme will feature Yvon communicating directly with consumers through face-to-face interviews and activities.


This is the first occasion that a Singapore brand will be featured on Alibaba’s 11.11 ‘Feng Kuang Boss’ live broadcast. It is part of the Chinese e-­commerce giant’s line-­ up of variety events, promotions, and technologies for this year’s singles’ day in Shanghai, China.


“This is a fantastic opportunity to showcase Hegen on an international platform and be featured with top-­selling worldwide brands. Hegen has come a long way in such a short span. This event is definitely one of the biggest milestones for me, the brand and every single member of the Hegen family. I am delighted to have this opportunity to showcase Hegen as a Singapore brand and it makes me so proud to be uniquely Singaporean!” said Yvon Bock.


Hegen fans can watch the following live-­stream programmes featuring the brand:

  • Pre-­event special on its flagship store on Tmall.com from 10pm to 12am on Friday 10 November
  • ‘Feng Kuang Boss’ red carpet event on Tmall.com or on the Tmall.com app from 10am to 11am on Saturday 11 November

‘Feng Kuang Boss’ 12-­hour live event on Tmall.com or on the Tmall.com app from 8pm to 9pm on Saturday 11 November.



About Hegen

Hegen believes in creating sustainable and high-­quality products that can continually be evolved to meet the different needs of the growing child. Designed to enhance the user experience, Hegen’s revolutionary, practical and multi-­functional products encourage a sustainable hassle-­free nursing experience.


For more information and updates, please visit https://www.hegen.com/ or Hegen’s Facebook page at www.facebook.com/hegen.





Please refer to Annex A for news coverage of Hegen participating in Alibaba’s 11.11 Global Shopping Festival.

1. Title: Baby bottle maker Hegen first Singapore brand featured in Alibaba Singles' Day extravaganza
Source: The Straits Times / The Business Times (online)
Article: “… Co-­founder and managing director Yvon Bock, 38, told The Straits Times that she agreed to go on the variety show -­ which is in its second year -­ "really out of Singaporean pride". She will join executives from global companies such as L'Oreal for various activities such as interviews…”
Link:  http://www.straitstimes.com/business/companies-­markets/baby-­bottle-­ maker-­hegen-­is-­first-­singapore-­brand-­to-­be-­featured-­in / http://www.businesstimes.com.sg/consumer/baby-­bottle-­maker-­hegen-­is-­first-­singapore-­brand-­to-­be-­featured-­in-­alibaba-­singles-­day

2. Title: 为了 5 亿消费者拼了:40 国际大牌高管将在天猫双 11 直播轧戏

(Due to 500 million consumers, this year’s Singles Day will have 40 international brands’ executives on Tmall live broadcast)

Source: China Daily

Article: “…The latest news stated this year, Tmall is having a Singles Day 11.11 festive period with 40 brands around the world. The brands will have ‘face-­to-­face’ interaction with their consumers through Tmall’s livestream. These 40 international brands are from China, United States, Japan, Italy, Russia, Singapore and many other countries. Renowned brands like Levis, Skechers, Hegen, LÓreal along with many other brands that consumers are familiar with…”

Link : http://www.chinadaily.com.cn/interface/zaker/1142842/2017-­11-­01/cd_33974428.html


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