2018 singles’ day - kantar · • interact on weitao to win big prizes • invite 50 leading...
TRANSCRIPT
2018.11 .11
2018 Singles’ Day
White Paper
CONTENTS:
Volume I - 2018 Singles’ Day Overview
Volume II - 2018 Singles’ Day Brand Activation Review
Volume III - 2018 Singles’ Day Consumer Insight
Volume I
2018 Singles’ Day Overview
From fierce price marketing to ultimate user experience
A brief history of Singles’ Day
Price marketing Category upgrading Experience upgrading
2009 2011 2012 2013 2014 2015 2016 2017 2018
Transfer to
mobile
terminals
The rise
of B2C
2010
Steep discounts with a
Singles' Day theme
50% off only for one day
‘Sandstorm’ Deals
Shop around the globe
JD products, synonym of quality
Pick a genuine item among the deals
Shop around the globe
Make the best of Tmall Singles’ Day
Follow your heart and buy something wonderful
Happy Singles’ Day
Pick your faves on JDBest entertainment
and products on JD
The best is
yet to come
Wait a few days for the best promos?
Speed matters more than discounts
Large-scale
intensive
promotions
The rise
of EC
Expanding
categories
Branding and
globalization
Entertainment and
omnichannels
Force of the entire
ecosystem
Digital synergy
Interactions
4
5
Singles' Day event schedule of major EC platforms
• An overview of events on some EC platforms
Extending the Singles’ Day battlefield: participation of over 100 EC platforms
Amazon ChinaGome
Xiaohongshu MOGU Youzan Selection
VIP.com Ymatou SECOO
Daling Yunji Weidian
Vertical EC Boutique EC
MiaBabytreeBeibei Yanxuan MI Missfresh
Kaola
CBECOther top EC
Ctrip
Life service
• eCommerce livestream
“LOOK+short video”
• Offline fitting room
MOGU STUDIO
• Collaborate with
3000+ luxury brands
• Up to 70% off
• Must-buy for your
first order
• Presale deposits &
deals
• International shopping
carnival
• Updated cross border
logistics and delivery
• Launched before
Singles’ Day
• Red packets for
Singles’ Day
• Singles’ Day
Housewares
Shopping Festival
• Open your own
store for free
• Week of Global
Selections
• Singles’ Day
Carnival• Singles’ Day Gift Box
• Collaboration with Tmall
• Extra Happiness for
Singles’ Day
• Super group-buying
• Singles’ Day
deposit presale
• Singles’ Day Hotel
Hauls
• 100% honest deals
• 50% off membership
discount
• Top quality with
low price
• Singles’ Day
Overseas shopping
festival
• Upgraded shopping
experience & deals
• 100% honest deals
• Singles’ Day WeChat
Moments Shopping
Festival
• “Haitao with Ymatou!”
• Black Friday Carnival
Social EC
Social EC
Pinduoduo
• Singles’ Day Carnival
• Daily deals for various
categories
6
• Singles’ Day Gift Box
• Collaboration with Tmall
Meituan-Dianping
Top 4 themes in 2018 Singles’ Day
1 3
Omni-
Channel
&
Omni-
Occasion
Campaign
Group-buyingA brand new Singles’
Day Element
4
Membership
Marketing
7
Shoppable
Contents
2
Top 4 themes in 2018 Singles’ Day
1 3
Omni-
Channel
&
Omni-
Occasion
Campaign
Group-buyingA brand new Singles’
Day Element
4
Membership
Marketing
8
Shoppable
Contents
2
Alibaba’s battlefield extends from Online to Offline, from China to Global
European and Southeast
Asian consumers to join
for the fist time
Extended space and border:
Covering 180,000 brands online, join
hands with 200,000 new retail stores
nationwide offline
Life
sty
le
Dingtalk Energy Station
Ta
obao
Extr
avaganza
Consumers =
Singles’ Day Partners
Use Alibaba mobile apps
Do team tasks offline
Collect energy points
Exchange for Red Packets
9
JD’s Singles’ Day Network and Partners
微信京东商城
JD mini program
JD group-buying
mini program
Singles’ Day
Global Shopping Festival
Join hands with 600,000
brick-and-mortar stores
Create O2O shopping
experience
Southeast
Asian
consumers
to join for the
first time
Bilibili Fantasyland
JD x Bilibili Media partners of
contents & EC
Douyin
Endorsement
competition
JD Kepler Support on online trafficOn
line
IMC
Zhihu
Marketing
collaboration
IQIY
Marketing
collaboration
Offlin
e
sce
ne
s
4
About 98
160 JD Home
20+ JD self-service supermarkets
5000+ JD appliance stores
100,000 JD Daojia
1700 JD Bang service stores
200 JD Mon&BabyExperience Store
400+ Walmart omnichannelintergration
Nearly 10,000Cooperating stores
Ove
rsea
s
om
nic
hann
els
JD Mall
JD app drives traffic to
its convenience store GO
Themed events at JD
convenience stores
10
Team up to collect “energy points”, share
red packets and get carts emptied
Social mechanism is being highly leveraged and integrated into this year’s Singles’ Day
campaign
RT-Mart x Alibaba
New retail supermarkets
Easyhome x Alibaba
Preview of your new home
Rural Taobao:
offline village stations
Shopping at 200,000 stores
to collect energy points
Collect energy on
Youku
Full occasion coverage from transportation,
entertainment and new retail
11
Newest updated Alibaba Tmall app to engage urban new retail with offline resources
The new entry “Business Circle” to be an important
O2O passway on Tmall app
Information for
store events
Coupons for
physical stores
Shopping guide
livestream
Hangzhou
Nanjing
Shenzhen
Tianjin
Chengdu
Chongqing
Guangzhou
SuzhouShanghai
Beijing
Wuhan
Xi’an
Fitting
rooms
Food
Beauty
Hi-tech
Home life
Boot
camp
Kids
Pop-up stores
12
• Target 12 cities as future new retail hubs
• Digitally transformed 200,000 stores in 100
business circles
• Realized the concept of “Ideal 3km Home Range"
in large scale
• Offline events, experience activities, and
products recommendation based on users’
locations
Suning Store
Attract Online traffic to Offline Store
Online and Offline Integration Strategy by other key eCommerce platforms
• “Find the store" Function: encourage
consumers to scan QR codes in stores
to win red packets
• Enhance a dual mode of app and stores
• Oct 31st: Super Brand Day,
supplementing viral products
online
• Encourage offline shopping
Red packet incentivesGuide page
MOGU Singles‘ Day Woman Outfit Festival
Super offline fitting room
• MOGU STUDIO in Hangzhou
• A super fitting room connecting the Internet and fashion
• LOOK+ short videos
• Endorsement & recommendation
by celebrities
• New EC mechanism: livestream in
the forefront, factory as backstage
13
Various locations, themes
and domains
• Tmall Food has opened pop-up stores in 6 cities with 18
FMCG brands, giving away samples of new products
Tmall collaborated with Laiyifen and The Egg House to
present themed pop-up stores
• Collaborate with well-known IPs, featuring their own
traffic and attentions
• Follow Tmall flagship stores to get tickets, driving
online traffic
• 22 spots with hidden QR coupons, aiming at
enhancing interactions
Pop-up stores were largely deployed by brands and eTailers for presale and consumer
marketing purposes
Hangzho
u
Shenzhe
nGuangzhou
Shangha
i
Beijing
Xiamen
Pop-up stores in
6 metropolis & 4 universities
• JD has launched JOY SPACE borderless retail pop-up stores
in several cities
Experience offline, going viral online
Clothes Appliance Home Beauty Food
JOY SPACE aims to enrich scene experience and
explore borderless retail
• Chengdu: immersive interactions with Weibo
• Beijing, Shanghai: Douyin Dance Contest
• Guangzhou: highlighting ACGN culture with Bilibili
Presale online, Try offline
14
Hangzhou
Guangzhou
Shanghai
Beijing
Xiamen
JinanZhengzhou
Foshan
NingboNanjing
Qingdao
Taiyuan
Fuzhou
Xi'an
Lanzhou
Tianjin Dalian
Chongqing
Kunming
Wuxi
Core business circles in 289 cities
Some of the cities
15
• Have you also prepared omni-channel marketing strategies for
consumers during this Singles’ Day campaign?
• Have you fully leveraged online and offline resources provided by
eCommerce players this year?
• Have you integrated your different data assets of consumers and
find the way to approach them across the channels?
• Have you invested your offline resources into the campaign and
assigned online and offline team to work together?
As a brand—
Top 4 themes in 2018 Singles’ Day
1 3
Omni-
Channel
&
Omni-
Occasion
Campaign
Group-buyingA brand new Singles’
Day Element
4
Membership
Marketing
16
Shoppable
Contents
2
Various contents have been created and distributed by Tmall and Brands to create a more
easy and enjoyable shopping experience
Information flows Global trends list Tmall viral product list
Presale Warming-up Climax
Celebs' wishlist
• Enhance consumers' knowledge of the
brand/company
• Endorsement by cyber celebrities
• 1000 live-streamers compete with
each other, joined by their followers
• Consumer generated content/PGC
• Interact on Weitao to win big prizes
• Invite 50 leading vertical media to
conduct product assessment and
recommendation
• Present product trend variations
based on Tmall big data
• Accurately delivered to different
consumer groups, effectively
shortening shopping paths
• An innovative approach for product
placement
• There are links leading to product
pages below the video—a one-stop
solution transferring
recommendations into shopping
• Viral product lists selected by Tmall,
providing a well-received one-stop
solution to increase shopping
efficiency
• Quickly generate users' viral item,
and encourage sharing
17
Content Commerce strategy has been well deployed by all the leading eTailers on the site
during this Singles’ Day
Recommendations based
on various occasions:
• Class
• Popularity
• Trend
• Wisdom
• Attitude
• Life lovers
• Travallers
• Gourmets
• Chinese gourmets
• Romantics
• Wave makers• Parents' boys/girls
• Pet owners
• New daddies
• Tech idealists
• Gamers
• Phone addicts
• Geeks
• Readaholics
• Forever young
Match products with
different types of consumers:
JD x SMZDM.com: What's Trendy list Kaola: "Childrearing" Festival Xiaohongshu: featured wishlists
• Highlight childrearing tips, using
Douyin for user education
• Recruit "Trend Watchers" to try on
new products, encouraging in-depth
interactions
• Collaborate with DXY.com, inviting
12 experts to introduce products
18
External Contents driven by new media and social platform as new touch points to recruit new
users and influence their decisions
Tmall x WeiboTargeting celebs' followers
JD x Bilibili
Spice up products with ACGN
• Content marketing with Bilibili
• Endorsed by one KOL each day
• Leave comments and interact to
win shopping bonus
JD x DouyinWho's the Drama Queen?
• Password red packets to drive
social media traffic
• Celebs post passwords on
Weibo and lead followers to
search for red packets by
visiting Tmall app
• Hold Douyin challenges drawing
attention to categories/brands
• KOLs demonstrate interesting food
tips
• Contest to win a ¥5,000 bonus
19
Brands’ heavy investment in external media and content marketing as part of campaign design
Olay x Xiaohongshu By Health x Weibo #exciting# Ariel x JD 8pm x Douyin Contest
20
Pan-entertainment transformation of Singles’ Day
• A new type of variety show:
updating new retail and
entertainment
• Shop while watching: brands
embedded in the plots
• Hi-tech: frequent interactions,
cross-screen spontaneous
interactions
• Innovatively combine shopping
with sports and entertainment
IPs
• Unit sport spirits, celebs and
online shopping in one show
• Promote the transformation of
marketing
Nov 1 – Nov 11 Nov 11Nov 1Oct 20
Tmall Collection 2018 Tmall Extravaganza JDxTecent: Super Nova Games The 1st Alibaba Gala
• World's leading designers
gather together to launch their
new lines
• An international fashion trend
maker
• Shop while watching: a
business competition for street
fashion brands
• Officially introduce 3000 must-buy
items, highlighting the global
shopping carnival
• Reveal a list including "3000 Must-
buy Items", "Classic Items of the
Decade", "Trendy Items", and
"Regional Viral Items"
21
Tmall content-oriented entertainment shows with strong emphasis on KOLs and IPs with
professional design
Super IP broadcastsIntroduce popular IPs to cooperate in-
depth with satellite TV, creating new
contents
Self-produced PGC variety shows with
professional standards
Super Endorsers work with brands, receiving
an audience of 1,680,000 in 2 hours and a
sales over 100,000 of 7 brands
22
Category IP shows
All Super Endorsers
Food Chinese Restaurant
Beauty Sisters over Flowers
Tmall Super Day Day Up!
Appliances I'm the Future
Beauty Sisters over Flowers
Appliances I'm the Future
All Super Endorsers
Mon&Baby Where Are We Going,
Daddy?
Food Chinese Restaurant
As a brand—
23
• Have you kept producing quality contents—in line with your brand image
throughout the whole campaign season with quick adaptation to
consumers’ taste and feedback?
• Have you customized your advertisement banner, store display and
product design to ensure stable click through rate and conversion rate?
• Have you leveraged eCommerce content resources to influence shoppers’
purchase journey and integrate this with external media plan
• Are you involved in the entertainment programs these eTailers are
producing with your product being embedded?
Top 4 themes in 2018 Singles’ Day
1 3
Omni-
Channel
&
Omni-
Occasion
Campaign
Group-buyingA brand new Singles’
Day Element
4
Membership
Marketing
24
Shoppable
Contents
2
Both Tmall and JD offered exclusive membership programs and benefits during the Singles’ Day
Exclusive 5% off for 388 brands
数码家电
专享爆款
5% off for all
5% off for all
¥300 coupons
Discounts
Eat
Watch
Listen
Play
Shopping dealsMultifaceted membership Shopping deals Multifaceted membership
Cashback
Markteing
Delivery
Receive JD Beans for each order
All categories: ¥100 monthly discounts
Garments: 10% off monthly deals
Millions of membership products
Membership: PLUS DAY
¥360 annual delivery coupon
Free return and exchange
policy
25
Brands strengthened its connection with consumers with systematic membership programs
enabled by eTailers
Deals for new members
Lucky draw
Invite new users
Credits redeem
Free trial
Daily check-in
Membership coupons
Shopping incentives Encourage interactions
to drive traffic
Tmall features brand memberships
26
As a brand—
27
• What‘s the reward you give to the new consumers and loyal ones in
this most important eCommerce event ?
• Have you integrated your CRM system with eCommerce platforms?
• Does your current CRM program have an incentive scheme for ,
following the trend of social marketing?
Top 4 themes in 2018 Singles’ Day
1 3
Omni-
Channel
&
Omni-
Occasion
Campaign
Group-buyingA brand new Singles’
Day Element
4
Membership
Marketing
28
Shoppable
Contents
2
Group-buying and Social Shopping became a new combat zone
Pinduoduo Singles' Day Carnival:
Low-price policy continues
Team up on Alibaba:
Lay out social shopping
• Users can team up on Alibaba apps
to collect likes. The more they collect,
the bigger the bonus they will finally
receive—social media is essential for
the activity
• Educate users on group-buying
against a Singles' Day backdrop
• Lay a foundation for relation chains
via collecting likes
• Realize transboundary marketing
by encouraging users to share
contents
• Oct 28 – Nov 16: low-price
carnival
• Drawing traffic to the
promotions and deals of each
category
• Brands including Gome,
Yanxuan, Dangdang, MI to
officially set their official
flagship stores
29
Taobao "Black Groups"
Suning group-buying features
fresh foodYanxuan "Buy Together"
Various players have all launched group buying functions with different category focus
• As low as ¥1
• 5-man groups exclusive to
new users
• Free delivery + 30-day return
policy, ensuring quality
• Launched before Nov 11,
featuring social shopping
among young women
• Singles' Day Wishlist
Activities—giving away
random bonus to stimulate
shopping
JD's group-buying debut
OrdersNew usersHuge traffic
”Traffic”Mechanism
Encourage sharing by
platforms incentives
and free gifts
"Deal" Mechanism
Users share
coupons for the
platform and boost
deals
Suning x Unilever
Brand Day
• Highlight Quality & Group-buying, participated by SuningInternational and self-run stores
• Fresh food directly purchased from producing areas• Brand Day for bargains from leading brands
• Set Nov 8 as Super Group-buying Day, driving traffic from Suning's own platform
• Apply JD's billion-level traffic to attract millions of new users
to group-buying
• Possibility of free order—encourage sharing
• Set Oct 25 as the Group-buying Carnival Day, driving traffic
for its mini programme
30
*以上为部分入驻品牌
Official brand flagship stores enter group-buying platforms, featuring time-limited deals
Dali Food joined Suning group-buying Pepsi joined PinduoduoWalmart joined JD group-buying
31
• Besides major EC platforms, have you cooperated with any emerging EC sites?
• Did you participate in group-buying events on those eCommerce platforms?
• Do you customize your products, prices, and copywriting for group-buying platforms?
As a brand—
32
Volume II
2018 Singles’ Day Brand Activation Review
eTailers again hit new peak during Singles’ Day in 2018
9.36 52191
353
571
912
1207
1682
2135
2010 2011 2012 2013 2014 2015 2016 2017 2018
Unit:RMB 100 million
Tmall Singles’ Day GMV overview
Tmall 2018 Singles’ Day GMV
213.5 billion RMB
Main eCommerce platform performance overview
Tmall logistics orders
exceeded 1 billion at
23:18:19
210 Brands turnover
exceeded 100 million
JD Singles Day Total Orders
amounted to RMB 159.8
billion
Suning transaction amount in the first 4
seconds exceeded RMB 100million
50 seconds broke RMB 10 billion
Omni-channel sales increased by 132% yoy
Suning group-buying orders exceeded 80
million
NetEase Kaola’s total sales
achieved 2.4 times than that
of 2017
34
Tmall 24-hour top brand list by category
Health and care
1. SWISSE
2. BY-HEALTH
3. Bausch
4. Yuwell
5. Durex
Beauty Food Imported brand
1. Lancôme
2. Olay
3. L’Oreal
4. Estee Lauder
5. SK-II
1. Three Squirrels
2. Maotai
3. BestStore
4. Baicaowei
5. Mengniu
1. SWISSE
2. monny
3. KAO
4. Aptamil
5. Bio island
35
JD.com sold RMB 159.8 billion ($23 billion) in goods for its Singles’ Day campaign
The era of high quality consumption is approaching Smarter, more healthy and more fun
By 2:00 a.m., Noise-cancelling earphones and Drones
sales reached 4 times of last year
Pet smart products brand Xiaopei sales were 6 times of
the same period last year
By 9:00 a.m., the overall sales of nutrition and health care
increased by 225% compared with last year
36
A massage chair priced over 10,000 yuan
exceeded 4 times over the same period last year
in sales value
A high-end sweeping robot above 2,000 yuan
reached 8.8 times over the same period last
year in sales value
The 75-inch TV sales reached y-o-y growth of
Over 400%
Overview of Singles’ Day brand activation
37
1000 brands joined hands with Tmall to launch the Singles’ Day 10th Anniversary Gift
Box, C2B customization became a new strategy in the FMCG industry
Glico
11 color art creative gift box
Bestore Singles’ Day
10th Anniversary Zhu
Yilong gift Box
Coca-Cola Tmall Single’s Day 10th
anniversary custom taste gift box
Dove Tmall Singles’ Day 10th
Anniversary Michelin Star Kitchen
custom gift box
Heineken Tmall Singles’ Day
10th Anniversary custom world
bottle
MMS
Singles’ Day Fun gift box
Interesting accessories Cooperate with artist Taste innovation Celebrities endorsement Novel packaging
Bestore Tmall 10th
Anniversary Van Gogh IP
version gift box-nine flavors
L’Occitane Tmall Singles’ Day
10th Anniversary Whies Rubik’s
Cube gift Box
Nivea Tmall Singles’
Day 10th Anniversary
Zhu Yilong gift box
Makeup Forever Tmall Singles’
Day 10th Anniversary Deng Lun
gift box
38
Brands penetrated into various consumer segments through launching Crossover Products
Johnnie Walker x Game of Thrones
OKAMOTO x PlayerUnkown’s BattlegorundsOld Spice x One Piece
Oreo x LINE Want Want x TYAKASHAUni-President x Zhou Xiaocheng Hot Pot
With KOL With cartoon
character
With fashion
industry
With
movie/games
Coca-Cola x PINKO
Penetrating into WeMedia and
internet celebrity fans group
Penetrating into Anime and young group Penetrating into fashion-oriented group Penetrating into movie and
game fans group
TOBLERONE x TongDaoDaShu 12
constellations limited edition chocolate
V
• The pre-sale Singles’ Day turnover has grown
more than 40 times per day, traffic and
conversion rates have exceeded 10 times per
day.
• Want Want optimized its brand image among
the young through strong exposure• Once launched, it was highly sought by fans
of “the Game of Thrones”, and the monthly
transaction volume of Tmall reached 4000+
• Both Oreo and LINE FRIENDS targeted the
young as the key audience
• Linked constellation fans through KOL
TongDaoDaShu
• Old Spice teaming up with One Piece
to celebrate the 21st Anniversary of
One Piece’s serial
• OKAMOTO teamed up with Game IP to
attract the young group• Coca-Cola continued to deepen tis “trend”
and ”fashion” image through cooperation
with PINKO
39
Cross-brand cooperation became an important marketing strategy to extend the
brands’ product range and achieve image innovation
PanPan Food & Zhouheiya Coca-Cola & The Face Shop
Dove &Three Squirrels White Rabbit & MAXAMWant Want & CHANDO
Cooperation with the same
category player
Cross-category brand cooperation
PG & Peace Bird
HEYTEA & Tempo CHANDO & HUGGIES
• Enrich product portfolio and meet more
comprehensive needs of shoppers
• Cross-industry cooperation mainly focused on the marketing level. It cairred out cross-category
product innovation by cutting into the significant functions or characteristics of the products, and
strengthens the core selling points of the products while attracting the eyeballs.
40
Chocolate & Nut
Biscuits & Braised dish
Biscuits & Cosmetics Candy & Cosmetics Cleaning & Garment
Beverage & Cosmetics Beverage & Personal Care Cosmetics & Baby Care
Tmall teamed up with the brands to create the explosions by leveraging rich
platform resources
Lan Ganma chilli paste x For Him Magazine
Mayinglong x IP On the Road Store:Acne treatment
Tmall pick up alliance
Wan Chai Pier Dumling x My Chat Poetry Club
KOL500+Internet
platformsAgency
Brands
Crossover
Products
Deep
customized
Content
Precise user
targeting
Tmall Joint
innovation matrix
Durex x IP Cat’s Kitchen:Heartbeat gift box
V
• Contains Durex products and Cat’s Kitchen pop
rocks. Daily sales increased more than 5 times,
ranked as top 2 in the pre-sale on the Tmall’s list
• The traffic and conversion rate was 1.5 times
than original package after launch.
• Mayinglong is a Chinese traditional pharmacy
group which produces hemorrhoids cream.
Mayinglong successfully entered the skin care
industry and broadened its diversified business
through teaming up with On the Road Store
• Quick-frozen dumplings are packaged in the
form of an ancient book, with famous poems
on it. The emotional elements are added on
the packaging, triggering social topics
41
Based on data analysis, JD Supermarket pushed the food brands to develop
"Big and Interesting” oversized packaging
Laiyifen Giant snack
Gift Pack
Three Squirrels giant nut
snack gift pack
Baicaowei foodie
charging gift pack
Kraft One Box
gift pack
Lay’s chips
snack spree
Oreo giant snacks
gift pack
JD teaming up with the brands
Brand
• Focus on family, couples, friends gift sharing
scene
• More in line with consumer social needs
• Inspire social media forwarding behavior
eTailer
42
Consumer
Tech products targeting at the female embraced Singles’ Day through various special editions
YAMAN – Celebrity’s special edition ReFa – Celebrity (Zhu Yilong)’s giftMeitu – Cartoon IP X Tmall 10 years
limited edition
ReFa face
massager
Zhu Yilong’s
voice customized
Tmall Genie as Gift
X
Doraemon HelloKitty
Chibi Maruko-chan Dragon Ball
43
Zhou Dongyu
Gift Box
Luxury brands such as SANIT LAURENT led by JD luxury online platform TOPLIFE first
participated in Singles’ Day Event
11.1-11.4 11.5-11.7 11.8-11.10 11.11-11.12
Brands participating
in Singles’ Day
Super category day Promotion preparation Limited coupon, seckill of luxury
• SAINT LAURENT firstly participated
the online Seckill, leading a new era
of luxury’s eCommerce
• The products involved were mainly
long tail bags
44
11.5 Bag
11.7
Household
product
11.5 Male
70% Discount
Price Deduction
across brand
Coupon
Oreo innovated from packaging, products, tastes , and continued to create a
delicious and fun brand image
Music box
Biscuit DJ
Product innovation
Biscuits+music Packaging innovation Scene innovation Taste innovation
Marketing innovation
Seaweed
Chicken wings
Mustard
Blueberry
Mango
8 DIY small mold
Extend to more
consumer scenarios and
stimulate more
consumer demands:• Afternoon tea
• Parent-Child DIY
• Express love
• Creative dessert
accessories
• A box of 8 colors
and 8 flavors
• Launched a colorful
package which
caters to the
aesthetics of young
women
A variety of novelty
flavors
Reserved gift box
Teaming up with the young idol Wu Lei, small gifts
with the image of spokesperson
KOLs of the food and beauty fields forwarding the
articles
45
Singles’Day unit price: RMB 99, monthly transaction volume 24,363
Want Want customized special gift sets to drive traffic, and further promoted its star SKUs
46
IP accessories to engage fans
Traveling• Luggage tag
• U-shaped pillow
• Passport cover
Home• Hold pillow
• Blanket
• Eye patch
Office• Tape
• Memo
• Sticker
Designed for Tmall
10th Single’s day
Multiple gift packs to boost sales Customized products to generate buzz
WANT WANT
Special set
Yogurt flavored cookie
Snack set Beauty set
Yogurt & milk Best seller
Unit Price: CNY 55Monthly volume: 73k units
Unit price: CNY 89
Daily volume: 15,044
Unit Price: CNY 62Monthly volume: 8k units
Unit Price: CNY 48Monthly volume: 3k units
Unit Price: CNY 22Monthly volume: 52k units
Coffee flavored biscuit
Cookie flavored milk
Yogurt flavored candy
Alcohol flavored candy
Three Squirrels as the No. 1 brand for Foods category released series of new products
during Singles’ Day season
47
Three squirrels launched
online product release in
Nanjing on Nov. 7th
• 5 young celebrities
• 11 brand-new products
• Straight-forward slogan
New products released for Single’s day High-end innovative products to create exclusive experience
Upgrade existing SKUs Enrich usage occasions Follow hot topics
Traditional nuts
Creative bottled nutsMonthly volume: 16k units
Old-style spicy strip
Spicy strip in make-up bagMonthly volume: 98k units
Spicy Spicy noodleMonthly volume: 86k units
Brand IP on douyin
Lancôme achieved No.1 sales among skincare and beauty category in Tmall
Giant paper plane installed in Paris to
promote brand's connection in China
Lancôme pop-up store in Beijing
celebrates brands aesthetics
An individual shoppable room
in the pop-up space
Paid KOLs feed and unpaid traffic
generated on social media
Five celebrities targeting different group of people, celebrity endorsement
Live streaming with Paris team
on pre-sale day:
• Fun contents to emphasize
product advantage
On-site content seeding:• Celebrity-customized Taobao short
video for each product
Pre-sale sample box
• Try out sample box for 150 yuan
with get 150yuan coupon back
Buy one get one free sale,
marked 100% sell-through rate
Pop-up installations in Paris and
Beijing increased brand awareness
Fan economy
boosted interests
Content ecosystem:
Live streaming + short videosBuy one get one free sale
48
Wechat contents reached
100000+ reads
2018.10.21
Viral video
“the Secret of Time”2018.10.29
Tmall site followed up
the theme of Chinese beauty
2017.10.20-11.12
Singles’ day GMV over 100 million
Social media warmup
#Profession, makes chinese prettier#
2018.10.19
Hip Pop-style MTV to reach
the younger generation
KOL retweeted/posted
key products
Appealing contents to reach
target audiences
A twisted-style marketing
material may made the
brand image more vibrant:
The music video shows a
mixture of Chinese rituals and
modern hip-pop style,
attracting the younger
audiences.
49
Pechoin with Forbidden City campaign took the essence of Chinese Beauty,
marked more than 100 million GMV in Tmall
50
Set D11 Theme to strength brand image
“Enjoy Nature Health Care Banquet from 23 Countries”
Rich Samples: Exclusive Bundles
Stock Up: Multi-Packs Bundles
Fan Economy: New Series “Yep”
D11 Strategy
“Differentiated Customer Promotion”
BY-HEALTH applied differentiated promotion strategies with the main customers to attract
diverse shoppers, which became a No.2 Health Care brand in Tmall during D11
Targeted at:
Young shoppers
Targeted at:
Loyal shopper to stock up
Targeted at:
Value for money shoppers
Tmall FS
Tmall
Marketplace
JD FS
51
A. Set sales target to
encouraged fans to shop for icon
600
C. Both Online and Offline ads to
improve exposure
D. Launched fan activities to strengthen
conversionB. Designed icon pack with welfare for fans
Certificated by
“D11 Tmall best seller list”
BY-HEALTH Fan Economy Strategy
BY-HEALTH leveraged Fan Economy during D11 to successfully recruit new and young
consumers to protein powder category
*sold out over 130 thousand cans,avg. price CNY 81
Yili targeted at ACGN fans and young generation via crossover cooperation with hot IP
Launch customized package with ACGN IPEnhance interaction via offline
pop-up store
Match characters with different variant of product
Online exclusive gifting pack to drive
penetration and awareness respectively
Premium gifting pack to create WOW
experience and improve awareness
Gifting pack with attractive price to
drive volume
Levitating Moon Lamp with
iconic cat image of Tmall
Day
Night
For sensitive
(natural & hygiene)Slim
(3D form)Slim
(fresh)Ultra slim
Panty
liner
X美少女战士
Yili X Tmall Pop up store
130,000 Packs were
sold on Tmall Flagship
store in Nov18
(16 RMB/pack)
Limited edition of 200
packs, while 160 packs were sold
(199 RMB/Pack)
Promote limited pack and cool tech lamp
Attract traffic and attention by celebrity effect
Ultra slim
52
illuma focuses on new consumer acquisition through online and offline initiatives as
well as in-site brand promotion
Omni-channel Consumer Acquisition In-site Brand Image Building
Differentiated promotion
strategy via offering
education funds
Online OfflineEarly education focus to strengthen
professional brand image
>100 Mn
RMB sales
on 11.11 !
Live show by
popular talk show
star
Online courses
for consumer
education
Consumer
acquisition by
offering “buy one
get one free”
prenatal powder
Consumer
acquisition via
customized
benefits to kids
Pop-up stores to
attract offline
consumers
Celebrity
endorsement to
create buzz
Leveraging JD’s
offline events to
increase brand
exposure
Customized gift
packaging bundled
with Tmall Genie for
Single’s Day
Emphasis on Tmall
Genie’s function of
kid education
53
Swisse advocated Fancy Wellbeing among young generation as the key theme of
the campaign
54
Idols and KOLs creating social buzz
• Tmall machine for
interaction
• Offer snapshots with
idol and flagship store
coupons
• Experiencing the
new products offline
• Posting on Weibo and
getting fresh drinks
11.1 Created Weibo topic and generated massive public awareness and discussion
Leveraged fans support for the new product launch
11.7 Launched Swisseland at Taikoo Hui Shopping Mall in Guangzhou
Swisse ranked No. 1 on Singles’ Day in Imported Brands and Health Supplements
Luxury Gifts on Singles’ Day Flash sale of bestsellers on Singles’ Day reached 100 million revenue in the 1st hour
Top sellers on the landing page
Get the second item for free or at half
price during flash sale
Buy 2 at CNY 90 per bottle
Buy 2 at CNY 70 per bottle
Limited buy-1-get-1-free offer of top
sellers boosted store sales
Top1: 357,546 items sold
Top2: 346,716 items sold
55
Dyson achieved 2nd ranking on small appliances list by its 3 Hero SKUs
Tmall Single’s Day
Small Appliance Sales Ranking
1
2
3
4
5
Midea/美的
Dyson/戴森
ECOVACS/科沃斯
Philips/飞利浦
Joyoung/九阳
Supersonic HD01
Hair Dryer(Purple)V10 Absolute
Cordless Vacuum
AM10
Humidifier
(Blue/Silver/white)
21,000+ unit sold 1,700 unit sold 3,300+ unit sold
Three trendy products HIT the high-end small appliance market
56
6.5M views & 5K discussions
Dyson launched Airwrap before Singles’ Day and created enough social media buzz to
increase brand search right before the campaign
Launch Airwrap in Oct. to attract target consumers Leverage social media to increase brand exposure
Hot topic on weibo
On Singles 'Day
1,500 Airwrap sold out in 3 min.
57
dyson launched
Airwrap on Oct. 16
“Hair Curler” and “High-tech Hair Styler” immediately became hot
search terms on Baidu
#High-tech Hair Curler#
58
• Have you launched tailor-made products for Singles’ Day as the requirements
for brand power and product development capability have become higher and
higher?
• Singles’ Day is becoming the world’s largest new product launch and innovation
platform – brands could be able to increase reputation and gain new consumers
through a range of product innovation activities, including teaming up with IP
and KOL, launching cross-over and customization products, offering limited
version of products etc.
• Game, Fashion and Art crossover products are increasingly favored by
consumers and they are willing to pay for uniqueness and taste
• The success of Singles’ Day is heavily related with strong Hero SKU design,
clear communication skill around product value and consumer benefits,
scalable media investment and effective campaign execution with great idea and
powerful consumer insights – have you done these?
As a Brand—
Volume III
2018 Singles’ Day
Consumer Insight
Research Background
Respondents and sample size City Tier Definition
• Mobile shopper during Singles' Day
Festival
• National sample size: 1000 (250/city tier)
• Tier 1 cities : Beijing, Shanghai, Guangzhou,
Shenzhen
• New Tier 1 cities: Chengdu, Hangzhou,
Chongqing, Wuhan, Suzhou, Xi’an, Tianjin, Nanjing,
Zhengzhou, Changsha, Shenyang, Qingdao,
Ningbo, Dongguan, Wuxi
• Tier 2 cities: Ha'erbin, Changchun, Huhehaote,
Shijiazhuang, Yinchuan, Jinan, Taiyuan, Hefei,
Guiyang, Kunming, Nanning, Nanchang, Fuzhou,
Haikou
• Tier 3 and below cities
60
In terms of EC platform, official store and CBEC with quality guarantee wins in Tier 1 cities
Shoppers in Tier 3 and below cities are more promotion-driven, preferring Taobao and other
discount platform
Tmall FST Tmall MKT
Official Stores CBEC PlatformsDiscount
Platforms
Data Source:
Q: During Singles' Day, on which EC platform do you plan to purchase?
(Muti-choice) (n=1,000)
EC platforms used during Singles' Day
EC Platform in order: Taobao, JD, Tmall Super, Tmall Flagship, Tmall MKT,
Suning, Tmall Global, Kaola, Amazon, VIP, PDD, Yanxuan, RED
Tier 1 New Tier 1 Tier 2 Tier 3 and below
69%
61%
32%40%
12%15%
8% 9%
40%
79%
55%
24%20%
7%
61
59%
54%
47%45%
41%39%
37%34%
23%19%
17% 16% 15%13% 12%
10% 10%8%
5%
Service: E.g.. offline SPA, airline tickets, hotel
Virtual: membership on Video platform, top-up
for game
Apparel and Personal Care are top 2 categories on shoppers’ list
Tier 1 shoppers take this opportunity as top up trip of Fresh Food and Beverages as well
Higher purchasing
willingness of
shoppers in Tier 162% 52% 30% 26% 24% 18% 16%
Data Source:
Q: During Singles' Day, which category do you plan to purchase? (Multi-
choice) (n=1,000)
Category shoppers planned to purchase during Singles' Day
ApparelPersonal
Care
Consumer
ElectronicsSnacks Cosmetics
House
Cleaning
Sports
&
Outdoor
Furniture &
Furnishing
Dairy
Products
Grain &
Oil &
Foodstuff
Mom &
Baby
Fresh
Food
Powdered
Beverage
Nutrition
&
Healthcare
Beverages Alcohol Automotive Service Virtual
62
Competitively low price during Singles' Day leads to high stock up and premium product purchase
WOM and NPD trial also indicate that online spree is expected to be the key window of new launch
Regular stock up
Premium Product
WOM
Exclusive NPD
Innovative Product
KOL Recommend
Celebrity
Endorsement
82%
66%
59%
53%
43%
34%
30%
Data Source:
Q: Which factor makes you choose to purchase during Singles' Day?
(Multi-choice) (n=1,000)
Factors driven purchase during Singles' Day
63
Down to category level: WOM marketing works for Alcohol and Mom & Baby, innovation
attracts Healthcare shoppers more, and KOL has higher impact on Cosmetics shoppers’
decisions
Regular
Stock up
Premium
ProductWOM
Exclusive
NPD
Innovative
Product
KOL
Recommend
Celebrity
Endorsement
Grain & Oil &
Foodstuff
Consumer
ElectronicsAlcohol Sports & Outdoor
Nutrition &
HealthcareCosmetics Beverages
House Cleaning Apparel Mom & Baby Cosmetics Sports & OutdoorPowdered
BeverageCosmetics
Powdered Beverage Sports & Outdoor SnacksConsumer
Electronics
Consumer
ElectronicsBeverages Alcohol
Personal Care Cosmetics Cosmetics Powdered Beverage Powdered Beverage Alcohol Sports & Outdoor
Mom & Baby Beverages Dairy Products Apparel Furniture &
FurnishingSnacks
Nutrition &
Healthcare
Data Source:
Q: During Singles' Day, which factor makes you to purchase this category?
(Multi-choice) (n=1,000)
1
2
3
4
5
Factors driven category purchase during Singles' Day
64
14%20%
52%
57%
28%
17%
Tier 1 New Tier 1
25% 28%
61% 58%
11% 8%
Tier 2 Tier 3 and below
Data source:
Q: What’s your budget for this year Singles’ Day?(n=1,000)
Regarding budget, most shoppers plan to spend 1k-5k in total
New tier 1 catch up with Tier 1 with higher penetration of high-spending (5k-10k budget)
Budget for Singles' Day
Not sure
5k-10k RMB
1k-5k RMB
< 1k RMB
> 10k RMB
65
Data source:
Q: Comparing with Y2017 Singles' Day, whether you plan to increase or decrease the spending
this year? (n=1,000)
Q: Why you plan to decrease the spending this year?(n=247)
Over half of shoppers plan to spend more this year
On the other hand, rational ones decide to focus on necessities only
52%
25%
20%
3%
Increase Decrease
Almost the same Not sure
53% “Be rational, only buy
things I do need”
30% “Discount is not
attractive at all”26% “Reduce spending
considering slowing down
economy”
21% “Stock up too much and
occupy much place”
Reasons of reducing budget
Tier 1 shoppers increase the budget significantly Part of shoppers are more rational
Tier 1
New Tier 1
Tier 2
Tier 3 and below 32%
33%
31%
31%
14%
16%
14%
22%
Growth rate of budget
10% 30% 50%
Budget compared with LY
66
One month prior to Nov 11th, most shoppers start to draft wish list and add to shopping cart
Sophisticated shoppers in Tier 1 even start 2-3 months earlier
18%
30%
Tier 1 New Tier 1 Tier 2 Tier 3 and below
6 months 2-3 months 1 month 1 week
41%
20% Make detailed shopping list
27%
Add the item into My Favorite before ahead, and pay attention to the
promotion
Tier 1 shoppers plan much earlier Adding to Shopping cart is the major way to make plan
Add the item into shopping cart before ahead, and pay attention to the
promotion
Data source:
Q: How long will you prepare shopping plan in advance?(rolling back from 11th Nov)(n=883)
Q: Which situation suits most while you’re making shopping plan? (n=1,000)
Ways to draft Singles' Day shopping listPlanning time prior to Singles' Day
I always prepare for
the shopping list
67
Data source:
Q: Will you decrease your spending before Singles' Day? (n=1,000)
Q: Will you decrease your spending after Singles' Day? (n=1,000)
To prepare for once a year shopping fest, “hand-choppers” would hold up budget before and
after Singles’ Day
Will you reduce spending before Singles' Day? Will you reduce spending after Singles' Day?
67%
33%
WILL
DECREASEWILL NOT
66%
34%
WILL
DECREASEWILL NOT
68
Data source:
Q: If you’ll decrease spending before Singles' Day, then for how long? (n=1,000)
Q: If you’ll decrease spending after Singles' Day, then for how long? (n=1,000)
This impact usually lasts from Sep. to Dec., one month before/after Singles’ Day, but it is more
significant in Tier 1, where the impact extends to two months
Tier 1
New tier 1
Tier 2
Tier 3 and
below85%
79%
83%
67%
11%
19%
14%
27%
70%
67%
68%
55%
25%
26%
26%
32%
1 month 2 months 3 months 6 months and above
How long will you decrease spending
before Singles' Day?
How long will you decrease spending
after Singles' Day?
69
Shoppers in lower tier cities participate more actively
while high tier shoppers prefer time-saving way like straightforward promotion and campaign
mechanism
Higher Discount Offer
Lower Discount Offer
The campaign looks interesting
and attracts me
The campaign mechanism is too
complicated to participate
Promotion is straightforward
Promotion is complicated
More integration of offline and
online
Not much difference
Tier 1 New Tier 1 Tier 2 Tier 3 and below
14%
15%
25%
26%
24%
36%
11%
27% 26%
10%
39%
23%
26%
27%
15%
13%
26%
11%
44%
23%
26%
24%
15%
11%
32%
7%
44%
14%
29%
17%
16%
14%
Data source:
Q: What do you think about Singles' Day regarding to price and promotion comparing with last
year? (multiple choice)(n=1,000)
Overall experience of 2018 Singles' Day
70
Data source:
Q: When will you place order or subscribe the product?(n=1,000)
Q: Do you think Singles' Day should be longer or shorter?(n=1,000)
Most shoppers place order on Nov 11th, and prefer a shorter pre-sale period
41% shoppers place order on Nov 11th to lock the best deal Shorter period of online fest is preferred
28%
34%
41%
Pre-selling
kickoffpre-selling period After party
11%
10/20 11/11
Ideal span of Singles' Day
Time to place order
“One week is enough” 47%
21% “Around two or three days”
6% “Only one day will be perfect”
74% of shopper think the Singles'
Day Festival lasts too long
71
Price comparison
Regular price is the most important benchmark for price comparison
Tier 1 shoppers would take more factors into account, like offline price and official price overseas
Data source:
Q: Which price will you compare with this year Singles' Day?(n=1,000)
Regular Price
72
Data source:
Q: Since the campaign is getting more and more complicated, will you calculate the final price by
using different promotion ways? (n=1,000)
Q: At what price cut degree will you place an order? (n=1,000)
Three out of four shoppers calculate discount and expect 10%-30% price cut
Tier 1 shoppers as more experienced ones expect deeper discount
20%
55%
14%
11%
Discount expectation
75% shoppers calculate the discount Tier 1 expects deeper discount
Calculate discount or not
53%
Tier 1 New Tier 1 Tier 2 Tier 3 and below
10%-20%
Lower than
regular price
20%-30%
Lower than
regular price
30%-40%
Lower than
regular price
40%-50%
Lower than
regular price
50% and above
Lower than
regular price
Will roughly
calculate
Will calculate
accurately
Will follow other
people’s
recommendation
or discount tips
Don’t care about actual
discount, just buy it
73
Data Source:
Q: Through which media information source do you get Singles' Day relevant campaign/ product
information? (Multi-choice) (n=1,000)
Top Selling List is the most impactful source, followed by Social Media and Friends
Recommendation
Top Selling
List of EC
Platform
Social
Media
Friends/
Colleagues/ Family
Recommendation
Physical
Store
Video
Platform
Content
Platform
Short Video
Platform
EC Shopping
Guide Platform
63% 43% 17%23%23% 20% 13%
Live
Platform
Information source during Singles' Day
19%46%
74
Data Source:
Q: Which video platform APP did you use to get information? (Multi-choice) (n=231)
Q: Which content platform APP did you use to get information? (Multi-choice) (n-227)
Q: Which short video platform APP did you use to get information? (Multi-choice) (n=197)
Media source preference varies in different city tier V
ide
o P
latf
orm
Co
nte
nt
Pla
tfo
rmS
ho
rt V
ide
o
Pla
tfo
rm
94%
42%
38%
95%
36%
25%
91%
26%
26%
74%
60%
45%
16%
9%
76%
55%
42%
16%
15%
77%
58%
35%
18%
15%
85%
48%
38%
78%
46%
36%
92%
63%
32%火山小视频
91%
26%
26%
81%
46%
35%
25%
19%
77%
52%
36%
• Communities like
Babytree and Bevol
are influential in Tier
3 and below
• RED and Zhihu are
main content media
source
• Zhihu is more popular
in Tier 1 and RED in
Tier 3 and below
• Tik Tok and
Kuaishou are
important, especially
in Tier 2 .
• iQIYI is the most
popular video platform
cross city tiers
• Tencent Video and
Bilibili have greater
impact on Tier 1
Tier 1 New Tier 1 Tier 2 Tier 3 and below
75
Data Source:
Q: During Singles' Day, which section did you browse on Taobao APP?
(Multi-choice)(n=852)
Taobao content: shoppers from upper tier cities are more engaged in Singles‘ Day
relevant section (双十一合伙人, 双十一主会场)
56
双十一合伙人
21微淘
81双十一主会场
53
双十一合伙人
25微淘
71双十一主会场
50
双十一合伙人
29微淘
72双十一主会场
43
双十一合伙人
23微淘
72双十一主会场
Tier 1 New Tier 1 Tier 2 Tier 3 and below
76
Data Source:
Q: During Singles' Day, which section did you browse on Taobao APP?
(Multi-choice)(n=852)
Taobao content: Discount section (淘抢购,聚划算) are more popular in low tier cities
68
31 31
3149
207
淘抢购 有好货
聚划算 淘宝直播
每日好店哇哦视频
淘宝头条 59
31 26
2751
223
淘抢购 有好货
聚划算 淘宝直播
每日好店哇哦视频
淘宝头条 63
35 29
2550
263
淘抢购 有好货
聚划算 淘宝直播
每日好店哇哦视频
淘宝头条 67
38 32
3255
263
淘抢购 有好货
聚划算 淘宝直播
每日好店哇哦视频
淘宝头条
Tier 1 New Tier 1 Tier 2 Tier 3 and below
77
Data Source:
Q: During Singles' Day, which section did you browse on JD APP?
(Multi-choice)(n=148)
JD content: Singles‘ Day relevant section outperform in upper tier city while Seckill
enjoys high engagement in lower tier cities
48京东秒杀
28京东快报
Tier 1 New Tier 1 Tier 2 Tier 3 and below
47京东秒杀
42发现好货
19京东快报
43京东秒杀
31发现好货
29京东快报
63京东秒杀
37发现好货
37京东快报
28发现好货
36品牌/品类秒杀
11会买专辑
53
双十一主会场
26品牌/品类秒杀
9会买专辑
49
双十一主会场
47品牌/品类秒杀
5会买专辑
47
双十一主会场
29品牌/品类秒杀
14会买专辑
双十一主会场
60
78
• Tier 1 shopper profile: well planned in advance, rational consumption, driven
by product quality, purchase oversea. Treat Singles’ Day as Top-up trip
• New tier 1 shoppers show similar shopping behavior with ones in tier 1,
featuring high plan level and rational attitude for big fest
• Shoppers in Tier 3 and below cities are more price driven and engage with
platform closely
• Apparel and personal care are top categories during Singles’ Day
• Stock-up and high-end product purchase are the main triggers
• NPD and innovation also win attention from shoppers
• Majority of shoppers plan in advance and hold up spending before and after
Singles' Day
• In the meanwhile, most of shoppers prefer shorter period of Singles' Day and
one week is long enough
• Top selling list which is promoted heavily this year becomes the most important
information source, outpacing social media and friends recommendation
• Singles’ Day content section and seckill are the most efficient touchpoints to
shoppers in Tier 1 and Tier 3 and below cities respectively
Key takeaways
79
80
• Did you take shopper needs from different categories into consideration? Did you
customize your product portfolio based on their needs of stocking up, NPD or price
deduction?
• How to minimize the negative impact on daily sales through optimized product portfolio?
• Did you customize strategy for different city tiers’ shoppers, especially media ones?
• When is the best timing to kick off Singles' Day marketing campaign?
• Did you leverage the power of WOM and KOL recommend in advance to make your
brand listed on shopping list?
• Did you join customers’ Top Selling List? Any room of improvement for both product
content and EC content section?
• What’s the difference of content during Singles’ Day period? How to optimize media
investment accordingly?
As a brand—
81
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