E-commerce Platform Cloud Migration

Case Overview

Tahitian Noni Beverage (China) Co., Ltd., as a wholly-owned e-commerce direct sales enterprise established in Chongqing by its American parent company Tahitian Noni, faced challenges when expanding into the Asia-Pacific market. The existing local architecture could not meet the demands of global deployment, high-concurrency live streaming business, and cross-border compliance. Based on AWS technology system, Lianyunyi built a multi-regional coverage, live streaming optimized, and compliance-secure cloud architecture, achieving global migration of the e-commerce platform and efficient support for live streaming business, helping the enterprise successfully advance its e-commerce overseas expansion strategy.

Background

Tahitian Noni Beverage (China) Co., Ltd. is a wholly-owned subsidiary established in China by the American Tahitian Noni Group, headquartered in Chongqing, focusing on e-commerce direct sales of health beverages. With strategic upgrades, the company planned to expand business to multiple countries and regions in the Asia-Pacific area, attempting e-commerce overseas expansion for the first time. Its proprietary e-commerce platform covers both TOB distributor management and TOC consumer shopping functions, relying on live streaming business to enhance user interaction and sales conversion. However, the existing local IT architecture has obvious bottlenecks in global deployment, live streaming high-concurrency support, and cross-border compliance, urgently requiring architecture upgrades and capability expansion through cloud computing technology.

Customer Challenges

Global Network Bottlenecks

  • Insufficient Regional Coverage: Local data centers only support domestic access, with Asia-Pacific region (Hong Kong, Singapore) user access latency exceeding 800ms, slow page loading causing user churn rates as high as 30%.
  • Unstable Cross-border Network: Live streams transmitted to Asia-Pacific regions via public networks frequently experience buffering and disconnections due to network congestion, with single live broadcasts averaging 3-5 interruptions, seriously affecting user viewing experience.

Resource and Cost Constraints

  • Rigid Hardware Expansion: Local server configurations are fixed, with CPU utilization often exceeding 90% during live streaming peaks (such as Southeast Asian promotional activities), but hardware expansion requires investment of over 2 million yuan, creating enormous cost pressure.
  • Overseas Maintenance Difficulties: Lack of local maintenance teams in Asia-Pacific regions, remote server troubleshooting averages 8 hours, annual maintenance costs account for 45% of IT expenditure, with low fault response efficiency.

Live Streaming Business Technical Challenges

  • Lack of Elastic Scaling: Peak traffic during live broadcasts can reach 10 times normal levels, but local architecture cannot dynamically adjust resources, resulting in incidents where 100,000 users simultaneously disconnected due to server overload during a single live broadcast.
  • Inefficient Content Distribution: Without global CDN deployment, live content average loading latency in multiple Asia-Pacific countries/regions exceeds 3 seconds, with user bounce rates reaching 40% before content fully loads.

Compliance and Security Risks

  • Data Localization Compliance Gap: Countries like Singapore and Indonesia require user data to be stored locally, but the local architecture stores Asia-Pacific user data within China, creating cross-border data compliance risks.
  • Weak Security Protection: Overseas user data transmission is unencrypted, previously suffered DNS hijacking leading to leakage of over 1000 user information records, and lacks protection capabilities against Asia-Pacific region network attacks.

Partner Solution

Architecture Diagram

Global Architecture Design and Deployment

Based on AWS global infrastructure, Lianyunyi designed an "Asia-Pacific multi-region + local disaster recovery" elastic architecture for the client:

  • Compute Layer: Deploy EC2 instances in Hong Kong (ap-east-1) and Singapore (ap-southeast-1), using ARM instances to reduce compute costs by 30%, with Auto Scaling groups configured to automatically scale when CPU utilization exceeds 70%, ensuring live streaming peak resource response time < 30 seconds.
  • Data Layer: RDS for MySQL uses multi-availability zone (AZ) deployment, with Singapore primary instance and Sydney read replica achieving cross-region data redundancy, KMS encryption enabled to meet Singapore PDPA compliance requirements, daily automatic backup to S3 cross-region storage.
  • Live Streaming Layer: Integrate Amazon IVS to build live streaming platform, distribute live streams through CloudFront global CDN, deploy edge nodes in 8 Asia-Pacific countries/regions, ensuring user viewing latency < 500ms, supporting 2 million concurrent users per live broadcast.

Security and Compliance System Construction

  • Network Security Protection: Deploy AWS Shield Standard for DDoS attack protection, combined with WAF rules to block SQL injection, XSS and other OWASP Top 10 attacks, cumulatively blocking 6.2 million malicious requests in 2023.
  • Data Security Control: Fine-grained user access control through IAM, enable KMS encryption for RDS databases and S3 buckets, live stream transmission using TLS 1.3 protocol, meeting data encryption requirements across Asia-Pacific countries.
  • Compliance Audit Support: Use AWS Config to monitor resource configuration compliance, automatically remediate non-compliant items (such as unencrypted S3 buckets), provide ISO 27001, PCI-DSS and other compliance audit reports through AWS Artifact, helping customers pass Singapore PDPA certification.
  • Operations Automation: Use CloudWatch to monitor EC2, RDS, IVS performance metrics, set alarm rules for CPU overload, live stream interruption, etc.; achieve automatic EC2 OS patch updates and periodic RDS database version upgrades through System Manager, reducing 90% of manual operations work.

Customer Benefits

Rapid Overseas Business Launch

  • Platform launched in 8 Asia-Pacific countries/regions in just 3 weeks, 60% ahead of original schedule, with overseas orders exceeding 150,000 in the first month and live streaming GMV accounting for 40%.
  • Leveraging AWS regional nodes, achieved average user access latency < 200ms in markets like Singapore, Malaysia, and Australia, with user retention rate increased by 28% and repurchase rate improved by 15%.

Efficient Live Streaming Operations

  • Amazon IVS supports 1.8 million users online simultaneously per live broadcast, with buffering rate controlled within 2.5%, user comment interactions increased by 45% compared to domestic live streaming, driving related product conversion rate up by 20%.
  • CloudFront global distribution improved live content loading speed by 3.2 times, overseas user average viewing duration extended from 8 minutes to 20 minutes, live broadcast replay rate reached 65%, with single live broadcast generating up to 5 million yuan in sales.

Security Compliance and Cost Optimization

  • Successfully passed Singapore PDPA compliance audit assessment with no cross-border data violation incidents; AWS WAF + Shield blocked 6.2 million malicious attacks throughout the year, ensuring 99.99% platform availability.
  • Compute costs reduced by 42%, saving 1.2 million yuan annually in hardware and maintenance costs; operations personnel costs reduced by 60%, IT team streamlined from 8 to 3 people, focusing on business function innovation.

Independent Technical Capabilities

  • Enterprise IT team mastered AWS core service operations (EC2 scaling, RDS backup, IVS live streaming configuration), capable of independently expanding into new Asia-Pacific markets and optimizing live streaming functions, laying the technical foundation for subsequent expansion into European markets.
Back to Cases