The 11.11 Shopping Festival is just around the corner! As many popular e-commerce platforms start to hype up the event, Chinese online shoppers are also gearing up to find the best deals and offers during China’s biggest shopping season.
In 2023, approximately 639 million parcels were reportedly shipped off on the exact date of China’s Singles Day. With customers seemingly eager to celebrate singlehood and spend money, this unofficial shopping holiday is an excellent opportunity for foreign brands to gain visibility within the highly segmented Chinese e-commerce market.
Here’s how Western companies can take advantage of this annual celebration and other insights about its effect on today’s Chinese online shopping trends.
What is the 11.11 Shopping Day in China?
Before 2009, November 11 was just a day associated with celebrating Anti-Valentine’s Day. It was an unofficial holiday until the Chinese e-commerce giant Tmall launched their Double 11 shopping festival on the platform.
After that successful campaign, it became more than just a date but an avenue for discounts and retail promotions that consumers look forward to every year. This online shopping day bridges the gap between the October festivities in autumn and the upcoming winter.
Source: Alizila News
Unlike in October, there are no official public holidays in November to urge Chinese consumers to spend money and boost the economy. The Single’s Day celebrations represent an opportunity for brands to stipulate consumption among the unmarried population and other customers seeking deals and discounts before the year ends.
The symbolism of the number 11/11 suggests that this unofficial holiday is specifically targeted at single people. It created an unspoken tradition of customers buying gifts for their potential partners, an advantage many brands now enjoy in today’s economy.
How big is Singles Day in China?
While this Chinese holiday has taken a different form in many other countries, its significance for local consumers remains unchanging. In fact, the overall e-commerce parcels related to Singles’ Day sales reached 5.26 billion between November 1 and November 11, 2023.
The sheer size of the festival’s online shopping sales when it started in 2011 can’t compare anywhere near the revenue it can produce today. Back then, the transaction values only ranged around 5.2 billion yuan. Last year, the event’s record-breaking revenue of 1.11 trillion yuan was estimated across all platforms.
According to Alibaba, 402 brands participating in their Singles Day event have reached 100 million yuan in sales, solidifying how active local shoppers are during this period. Despite the slight decline in 2022, the platform witnessed a delivery volume increase of 15.76 percent on the same day of the previous year.
While popular social commerce platforms rarely report specific numbers for Single’s Day sales, Douyin noted that their daily average GMV and order volume increased by 50% during the festival.
The Singles’ Day shopping festival coincides with major e-commerce events in other countries (like Black Friday and Cyber Monday). However, due to China’s Great Firewall policies and fast-paced digital landscape, the influence of Double 11 remains strong on local digital landscapes.
Best 11.11 Shopping Festival Strategies for Foreign Brands
The massive Singles Day sales and the growing market of the Chinese e-commerce landscape are a testament to the opportunities foreign companies can utilize to promote their brands.
Major Western businesses like Burberry and Chanel have already caught on to this long before, and now their double 11 campaigns are helping them maintain brand awareness and increase sales within the Chinese market. If you want to do the same, here are some of the strategies you can consider:
1. Market Your Brand Through Social Media Channels
With over 74.68% of the Chinese population active on at least one of the top local social media platforms, it’s safe to say that these online channels are great avenues to reach your target audience.
You can consider utilizing a few apps for your Single’s Day promotions:
Utilizing a social commerce platform like WeChat gives your brand a chance to sell directly to consumers through mini-programs. With an official account, you can also engage and communicate with them directly using different mediums, such as posting articles, sharing short-form videos, or hosting live-streaming sessions.
The platform also allows for targeted ads that can help direct users to your mini-program or e-commerce page.
SDG’s work with 1883: Official Brand Account on WeChat
- Little Red Book
Little Red Book‘s user base values authenticity and credibility, so it’s best to work with influencers who can create genuine, interactive content that resonates with shoppers. For Singles Day, consider sponsoring unboxing videos or product reviews on Little Red Book to create anticipation around your products.
Since its consumer base skews toward younger, urban consumers, foreign brands that offer high-quality, trendy, or aspirational products will likely find an enthusiastic audience here.
11.11 Festival Promotions on Little Red Book
It also offers social commerce integration, making it easy for users to purchase directly within the app, which significantly shortens the customer journey from discovery to purchase.
While Weibo’s popularity is not the same as before, it provides brands with a public, highly shareable space to generate online buzz.
For example, a well-executed hashtag campaign or topic challenge can go viral, especially during high-engagement events like 11.11 sales. Collaborate with Chinese celebrities or influencers on Weibo to amplify reach and lend credibility and interest to your brand.
- Douyin
Douyin’s live-streaming feature, in particular, has seen tremendous growth during e-commerce festivals like Singles’ Day. Nowadays, it’s common for most brands to host live-stream sessions that showcase products, answer questions, and offer limited-time deals.
11.11 Festival Promotions on Douyin
Consider partnering with influential streamers to create engagement-driven events to get the most out of Douyin during Singles Day. Given the platform’s algorithm, content with a high engagement rate has a chance to go viral, creating significant exposure for your brand.
2. Release Exclusive Offers on Major Chinese E-Commerce Sites
It’s not new for Chinese consumers to seek promotional deals during festivals and holidays. Brand localization is the key to maximizing the interest your brand will get from eager shoppers.
Releasing exclusive festival-related products with Singles’ Day discounts to attract the Double 11 shopping crowd.
Take Valentino’s promotional Blacktie campaign as an example. To celebrate last year’s Double 11 shopping festival, the brand released exclusive products. These new goods were made available in their virtual storefronts on Tmall and JD.com,
Even before November, the promotion period on e-commerce platforms has already started. Presale stages for Taobao and Alibaba were even introduced in mid-October to kickstart the online shopping craze in the Chinese market.
Here are key e-commerce platforms you can consider if you’re planning an 11.11 Shopping Festival campaign:
- Tmall and JD.com
As established e-commerce giants, Tmall and JD.com are ideal for reaching large audiences and managing extensive product launches. Both platforms invest heavily in Singles Day promotions, giving brands extensive advertising support and visibility boosts during the festival.
- Pinduoduo
During 11.11, Pinduoduo ramped up its discounts, and its “team purchase” feature encouraged shoppers to invite friends, creating a viral effect beneficial for brands looking to increase their market penetration.
Since it’s known for its group-buying model and popularity among price-sensitive consumers, Pinduoduo can help foreign brands reach audiences in China’s lower-tier cities and rural areas.
3. Find the Right KOL to Collaborate With
Speaking of tapping into specific target audiences during Singles’ Day promotions, one of the most effective marketing tools you can utilize is KOL collaborations. No matter which online platform or strategy you choose, working with an influencer can amplify your brand’s authenticity.
Top KOLs often have loyal followers who trust their recommendations and professional opinions. Around 80% of online shoppers in China tend to trust and patronize brands and products vouched by the influencers they’re following.
SDG’s work with COOP: Cooking Class KOL Campaign
Selecting KOLs carefully is important because these online personalities will represent your brand during the Singles’ Day promotions. It’s also more fitting to choose an influencer who is widely known and trusted in the industry in which your brand operates.
China’s Singles Day: Online Shopping Trends This 2024
● Live streaming and Interactive Shopping
Livestreaming has transformed from a novelty to an essential shopping feature in China. In 2024, platforms like Douyin and Kuaishou continue to innovate, blending entertainment with e-commerce in ways that traditional online shopping simply can’t match.
During Singles’ Day, live streams create a sense of urgency with limited-time offers and “see it, buy it” experiences, directly appealing to impulse buyers.
Through real-time product demonstrations, consumers can ask questions, see immediate responses, and gain a more authentic feel for the product than static images or descriptions.
● Intelligent Consumerism
Chinese consumers today are more discerning and increasingly drawn to quality over sheer quantity. In the past, Singles’ Day was often characterized by volume-based shopping, but in 2024, the focus has shifted.
Consumers are looking for smart devices and premium products that genuinely enhance their lifestyles, reflecting a trend toward “intelligent consumerism.”
From AI-powered home appliances to wearable health tech, high-quality products that showcase advanced features or design innovation have become top sellers in the past few days leading to the 11.11 festival.
Notably, JD reported that transaction volumes for gaming laptops have surged by 120% year-on-year, underscoring the importance of high-performance tech in Chinese consumers’ lives.
Vivo smartphone store in Shanghai (Source: China Daily)
● Expansion of Payment Options
In 2024, Alibaba’s e-commerce platforms, Taobao and Tmall, began accepting WeChat Pay as a payment option. This marks a significant shift towards cooperation between China’s major digital payment systems. This integration allows consumers to choose between Alipay and WeChat Pay, enhancing convenience and flexibility in online transactions.
Source: SCMP
Previously, Alibaba and Tencent, the companies behind Alipay and WeChat Pay, respectively, maintained “walled gardens,” meaning users had to stay within each ecosystem for transactions.
Quick Q&A
What is the biggest shopping festival in China?
The biggest shopping festival in China is 11/11 Shopping Day, also known as Singles’ Day. During these events, local online shoppers seek discounts and festival-related goods from different businesses. Each passing year, it takes place on November 11th.
Why is Singles’ Day celebrated in China?
Singles’ Day is a holiday celebrated in China to honor unmarried people. Initially, it was specifically commemorated as an anti-Valentine’s Day celebration. However, since its evolution as a shopping festival, this day is now an unofficial e-commerce holiday popular around the world.
Ready to Dominate the 11.11 Shopping Festival in China?
The 11/11 Shopping Festival in China is an excellent business opportunity to drive more brand awareness and generate sales for your company. However, if you want to take advantage of its perks, you must understand the local nuances and industry trends that come along with it.
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SDG’s experienced team is here to guide you through every twist and turn, unlocking your brand’s full potential and ensuring resounding success in China’s 11.11 Shopping Festival.
Whether it’s crafting compelling advertising campaigns, utilizing social platforms, or collaborating with relevant KOLs for Singles’ Day, we have all the digital solutions you need. Contact us today, and let us help you navigate the intricacies of China’s business scene.
References:
Double 11: The Biggest Online Shopping Festival in the World
A Cheatsheet: Everything you need to know about the 11.11 Festival
5 Major Trends of Double 11 Festival, the Biggest Shopping Event in China