Resilience & Reinvention – Ziky Ho’s Journey to E-Commerce Excellence

Ziky Ho never intended to be at the forefront of digital trade. As the Operations Manager of W.K. Maxy Industries Limited, she managed the company’s production of high-quality leather handbags, primarily for well-known brands. For years, her approach to Alibaba.com remained passive, treating it as an advertising tool rather than a dynamic marketplace. A turning point came when she recognized the untapped potential of strategic e-commerce.

- Ziky Ho, Operations Manager of W.K. Maxy Industries Limited

Ziky’s company had been on Alibaba.com for 8 years, yet it wasn’t until recently that the platform’s full capabilities were utilized. Initially, the company’s presence was minimal, with only 20 product listings and little engagement. This changed after enrolling in Alibaba.com’s Key Success Program (KSP), which led to a transformation in the company’s digital approach. Product listings increased tenfold, resulting in a surge in exposure. The impact was immediate, securing the first sample order from Indonesia and initiating negotiations for a stock-selling deal. The newfound understanding of platform operations marked the beginning of a more strategic approach to digital trade.

Beyond expanding listings, data-driven strategies became a focal point. Efforts were directed toward optimizing product descriptions, refining search terms, and leveraging Alibaba.com’s Pay-Per-Click (P4P) advertising to enhance engagement. The shift in perspective revealed that success in e-commerce required more than just quality products; visibility and targeted marketing played equally crucial roles.

Participation in Alibaba.com’s Chenggong Ying program further reshaped the company’s approach to digital trade. The program emphasized e-commerce as a long-term strategy rather than a supplemental business model. Lessons learned from the experience underscored the importance of targeted marketing and real-time buyer interactions, insights that became integral to daily operations.

Challenges emerged along the way, particularly with manpower shortages that raised doubts about continuing on Alibaba.com. Support from an Alibaba.com customer manager proved instrumental in maintaining momentum. Improvements in response times and engagement rates contributed to an exponential growth in product exposure, increasing from 800 monthly views to over 150,000.

Commitment to the platform was tested during a critical moment. A major order coincided with a personal crisis, as Ziky was involved in a car accident during the Mid-Autumn Festival. Despite being hospitalized, she remained determined to ensure the order was managed effectively. Alibaba.com’s support team stepped in during this period, offering assistance that reinforced the sense of a collaborative business network. The professional handling of the situation earned the company a five-star review, turning a potential setback into a defining moment of resilience.

With a stronger grasp of e-commerce strategies, the focus is now on scaling operations, expanding into new markets, and strengthening OEM/ODM services. The progress achieved so far serves as a foundation for future growth. Emphasizing engagement, continuous learning, and refined strategies has become central to success in digital trade.

For businesses hesitant to embrace e-commerce, Ziky’s experience highlights the value of persistence and strategy. Success in the online marketplace is rarely accidental; it stems from deliberate actions, adaptability, and seizing the right opportunities at the right time.