Double 11 (11th November) named Singles’ Day as anything with ‘1’ in means single in China. Started in 2009, it has become the biggest shopping festival in the world.To tap into the Chinese e-commerce market, it is essential to know the best marketing strategies for Double 11.
- China’s Double 11 is the single-biggest shopping holiday in the world.
- Consumers spent $58.56 billion on Double 11 in 2019.
- Double 11 is bigger than Black Friday and Cyber Monday combined. The 24-hour shopping event has also far surpassed Amazon’s Prime Day.
- E-commerce sellers can make over 50% of their entire years’ revenue in just one day.
As you know, the major e-commerce platforms in China are Tmall, JD, Suning, and Pinduoduo. Here are the marketing strategies:
Double 11 Marketing Strategies-Shopping Coupons and Discounts
During the Double 11 presale period, many e-commerce platforms issued coupons.The shoppers can only used The coupons on the day of the Double 11，which can ramp up the hype around the sales. The coupons covered everything from takeaway food orders, grocery goods, luxury products to travel and stays in hotel. A discount campaign is a way to catch the customers’ attention. An example is for brands to create Tmall’s promotion for Double 11. “20 RMB off 300 RMB purchase” to make itself a good option when total purchase order didn’t reach 300 RMB.
Double 11 KOLs, Influencers, and Live Streaming in China
Online celebrities’ and KOL (Key Opinion Leaders) has become an important force for Double 11. AdMaster released a report of “2019 China Digital Marketing Trends”.And it mentions that, KOL marketing is gradually being a top priority in social media communication. It occupies 60% of the digital marketing industry.
KOLs has helped gross merchandise volume grow by 150%. Weibo, RED, WeChat, Douyin and Taobao Live have livestream hosts like KOLs to promote products.
In China, there are around 900 million internet users and 91% of Chinese online users have a social media account. 70% of Chinese users are purchasing products recommended by other social network users. Working with China KOLs can make it easy to get a sense of how the process works. Double 11 in China is not just a sales event, but a new product launch opportunity.
Double 11 Consumer engagement
Consumer engagement is extremely important to any double 11 marketing strategy. It has proven that gamification and offline events to be successful. Even using VR and AR to engage consumers can drive them to your brand for the experience. Chinese consumers tend to be more social shoppers. Many are willing to share games and content with peers in order to get a discount. Therefore, social media marketing and content marketing are also important for brands to build an online presence.
So, if you’re still thinking about Singles Day or Double 11 as a massive sale and want to learn more about how to make your double 11 marketing strategies, just do not hesitate to contact us Deep Digital China.