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2016 DOUBLE 11 REPORT GroupM eCommerce 2016.11.12
2016 DOUBLE 11 REPORT
GroupM eCommerce 2016.11.12
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1
2
3
4
Data Recap
Platform
Category & Brand
Implication
TMALL RINGS UP RECORD $17.7B ON
DOUBLE 11 GLOBAL SHOPPING FESTIVAL
3
9.3652
191
353
571
912
1207
2010 2011 2012 2013 2014 2015 2016
In 100 million RMB 2016
00:06:58
00:14:16
01:00:00
06:54:52
15:19:13
24:00:00
10b
35.3b
57.1b
91.2b
120.7b
6 mins quicker
32.3% growth vs. LY
H：M：S
19.1b Broke 2012 record
Broke 2013 record
Broke 2014 record
Broke 2015 record
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MOBILE,MOBILE,MOBILE
Mobile transaction reached 98.8 billion RMB，with 57.8% YoY growth
15.3% 42.6% 68.7%
2013 2014 2015
81.9%
2016
PC Mobile
5
TOP 10 SELLING STORES
Rank 2013 2014 2015 2016
1 Xiaomi Xiaomi Xiaomi Suning
2 Haier Huawei/Honor Huawei/Honor Xiaomi
3 LUOLAI Haier Suning Honor
4 Jack & Jones LinShiMuYe Uniqlo Haier
5 Camel Uniqlo Meizu NIKE
6 Uniqlo Handu Haier Uniqlo
7 Inman Jack & Jones Sitrust Three squirrels
8 FUANNA Luorai LinShiMuYe Meizu
9 Artka Meizu LeTV Midea
10 LinShiMuYe QuanU Chinaunicom Adidas
SuningTmall store rank No.1 for
sales volume
Xiaomi,Huawei/Honor,Haier,Uniqlo
win top 10 4 years in a row
Sporting brands Nike and Adidas as
new comer for top 10
Total 94 brands be in the
“100M RMB sales club”
Cellphones & Home Electronic brands take majority seats
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TOP BUYING CITIES REMAINS THE SAME
1. Guangdong
2. Zhejiang
3. Jiangsu
4. Shanghai
5. Beijing
6. Shandong
7. Sichuan
8. Hubei
9. Fujian
10. Henan
1. Tuntou, Shandong
2. Pucheng, Fujian
3. Sanfeng, Zhejiang
4. Yanjiang, Zhejiang
5. Fengmei, Guangdong
TOP Villages：
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BUY GLOBAL, SELL GLOBAL
Sellers/Buyers from 235 countries participated in 11.11
1. Japan
2. US
3. Korea
4. Australia
5. Germany
1. Chemist Warehouse store
2. COSTCO store
3. Moony store
4. Mikihouse store
5. Sneakerhead store
Tmall Global Ranking
Sales ranking by
CountriesSales ranking by Flagshipstore
11/12 02:06 Total orders 21.24M, break last year record
11/11 19:00 Orders & GMV surpass Y2014 11.11 total
11/11 17:00 Buyers from 188 countries,
with GMV 143M RMB in 1st hour
11/11 16:00 AliExpress 11.11 start
AliExpress
11/12 16:00 230 countries users participated,
total orders over 35.78M
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02
Trends of
eCommerce
Platform
LONGER 11.11 PROMOTION PERIOD
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10.21-11.10
Pre-sale
10.21-11.10
Global Wide Live
Show
11.01-11.07
AR: Catch the Cats
11.01-11.11
5 Billion RMB
Coupon
11.09-11.11
Red Envelop
Volcano
11.01-11.11
BUY+
11.10 20:00
TV Gala
11.11
BIG Promotion
Day
10.26-10.31
Pre-warm
11.01
Super Second
Kill Day
11.01-11.12
Keywords Coupon
11.02-11.09
Super Category
Day
11.02-11.09
Brand PK
promotion
11.10-11.12
SUPER
Promotion Day
11.05-11.09
Red Envelop Rain
11.10 8:00-20:00
Livestream Gala
ENTERTAINMENT, ECOMMERCE AND INTERACTIVE
ENGAGEMENT INTERSECT SEAMLESSLY
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Livestream drive the traffic and fans interaction, while the real time conversion still not promising.
Innovative Livestream:2 celebrities + 9 brands
140,000,000 likes in 3 hours
Tmall D11 Fashion Show
6 million audience
Jack Ma and Richard Liu under the
spotlight, speaking for their platforms
- Jack Ma play magic in 11.11 TV Gala
- Richard Liu show off his cooking
E-commerce platform becomes a new battle field for celebrity. To attract female buyers, who take majority on D11 day,
many brands place young fresh male stars at golden spots to drive traffic.
NEW BATTLEFIELD IN “FANS” ECONOMYYoung male stars to attract female buyers
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“Finding the Carnival Cat,” a Pokemon Go-
style game that allowed players to chase
Tmall’s cat mascot into real-world retailers
and restaurants such as Intime shopping
malls and KFC.
RED ENVELOPS DRIVE USERS INTEREST
“Red Envelops” always be the effective way to drive users attentio
n, Tmall launched series “Red Envelops”campaign online and offlin
e before/during 11.11
VR & AR BRING FUN TO SHOPPING
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BUY+ breakthrough the physical limits
between online shopping and offline
shopping, which brings better online
shopping experience.
The application of AR enhance O2O engagement. It gives brand chances
to connect traffic across screens and space through fun interaction.
9 Stores enable BUY+
OMNI-CHANNEL INTEGRATION, O2O
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For 11.11, Alibaba has integrated the online and offline shopping
experience at more than 60,000 stores including Uniqlo, Gap,
Chinese consumer electronics retailer Suning and mainland mall
chain intime across seven different product categories.
Uniqlo enable the system to check available inventory in offline stores
to replenish stock for sale online, and buyers also can claim their
products in offline store
When buyers shopping on Gap Tmall store, the system will
enable offline store delivery, you can received the package within
hours.
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Personalized pages as standardize features on Tmall driving the buyers conversion.
Each users will see different event/store pages based on their search and purchase behavior.
That means great opportunity but also risk for brands, which brands adopt this trend can win more share in the future
3 BILLION PERSONALIZED EVENT/STORE PAGES
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CREDIT PAY WITHIN E-COMMERCE ON FIRE
Alipay
Total payments volume
on 11.11
1.05 Billion +600%
20% of TPV
26.8 Billion
48%
Alipay
Mayi Huabei
Total Consumption
Amount
Jingdong
XiaoJinKu
Total Payment Volume
+135%
Jingdong
Baitiao
ASP Increase
OTHER ECOMMERCE PLATFORMS USING A
DIFFERENT APPROACH
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Slogan: Economical fun in city
Highlights: Time travel and O2O shopping
experience; Automatic logistics
Time range: From 11.1
Slogan: Cross-boarder shopping carnival
Highlights:
Launch Prime in China before 11.11
Time range:
From 10.17 till Black Friday
Theme: Good products Low price, on JD
Slogan: “Purchase seriously, Buy something good”
Longer promotion period：* 11.1 Super Second Kill Day
* 11.2-9 Super category brand day
* 11.10-12 Super promotion day
03 Category
Insights
CELL PHONES：XIAOMI & HONOR LEADING THE SALES VOLUME
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RANK 20152016
Presale2016
1Huawei/Honor Apple Apple
2Apple OPPO Xiaomi
3Xiaomi VIVO Honor
4Meizu Samsung Meizu
5Qiku 360 LE Huawei
Source: Taobao “ShengYiCanMou”,ranking by transaction amount
Apple ranks No.1 by transaction amount with strong sales from
multiple stores(e.g. Suning, Apple flagship store)
Xiaomi and Honor leading the sales volume
HONOR SOLD MORE CELLPHONES ON TMALL+JINGDONG
Honor generated 2.2 billion sales on Tmall+JD, winner
for Android phone segment
During 11.11, Honor invite media to live broadcast
their transaction data, a new way for “NO Scalping”
Top selling Android phones
• RMB 1000: Redmi 4A, Honor 6X (2 new
models)
• RMB 2000: Honor 8, Xiaomi Note 2
IMF：IMPORTED BRANDS LEADING THE SALES
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Rank 2015 2016 Presale 2016(store)
1Yashili Friso Beingmate store
2Friso Nutrilon Nutrilon store
3Nutrilon Wyeth Wyeth store
4Aptamil Meadjohnson Tmall supermarket
5Wyeth Beingmate Friso store
Tmall users tend to purchase imported IMF products
Beingmate, Nutrilon, Wyeth, Friso leading sales on Tmall
Nutricia store leading on Tmall Global from presale period and rank No.1 sales finally.
Source: Taobao “ShengYiCanMou”,ranking by transaction amount
IMF：IP, LIVESTREAM, CONTENT, CROSS-BORDER
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Livestream，Content，Celebrities
Leverage livestream to build parenting/child care content;
Nutrilon leverage the big IP ”Where Dad Goes” in 11.11 to
drive traffic and sales.
Discount & Gifts
Key players adopt the 50% off
promotion to attract buyers during
11.11 promotion
Cross Border Trade
Synergy between Tmall store and Tmall
Global store, better selection for buyers
NUTRITION CATEGORY RANKING
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Rank 20152016
Presale2016
1Swisse Swisse Swisse
2By-Health Movefree By-Health
3GNC Comvita GNC
4CPT Muscletech Muscletech
5Puritans Pride Blackmores Movefree
Source: Taobao “ShengYiCanMou”,ranking by transaction amount
TOP NUTRITION BRAND/SELLER ACTIVITIES
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Chemist Warehouse SWISSE By-Health
Boss livestream show to
distribute red envelops
Buy 4 get 1 free special
promotion
Sponsored JD 16 hours
livestream on 11.10-11.11;
Super brand day event on JD
1st Tmall Global seller
achieved 100 million sales on
11.11
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AUTO INDUSTRIES LEVERAGE DOUBLE 11
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Auto vertical also run big promotion, Autohome generated
134k orders with transaction amount of 19.6 Billion RMB
during 11.11 campaign
Smart sponsored the 11.11 Tmall TV Gala, drive attention and traffic with
the exciting “Smart-1 Yuan Second Kill” game 。
TV Gala
TV + Mobile
Vertical
Platform + Brand
Tmall auto and accessories big promotion in 11.11, vehicle
orders achieved 100K
AUTO BRANDS CAMPAIGN ON DOUBLE 11
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Smart Limit Time Promotion
New version of Audi A4L
special promotion
RMB5,000 gift and package
Chery live broadcast the crashing test;
generate 13k orders during 1111
Jaguar
F-PACE
11.11 Special
promotion Shanghai VW 1111 special
promotion
HOME DECOR:
O2O, OMNICHANNEL MARKETING, SUPPLY CHAIN+SERVICE
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Complete Household
Customers tends to simple way for
home decor, complete household is
one of hot trend in this 11.11
HOME DECOR IN 11.11
LinShiMuYe>600M
PINGO >400 M
KUKA >300M
SUOFEIYA>200M
JOMOO>200M
BBL>200M
DONGPENG>200M
KITO>200M
DongJian Complete Household>100M
O2O, Omni-channel marketing
The leading brands in Decor all are strong in
O2O, more and more brands apply for the
omni-channel marketing solution,and
position Tmall not only for sales channel but
also a brand marketing channel to do precise
users acquisition.
PECHOIN LEADS COSMETIC CATEGORY
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Rank 20152016
Presale2016
1Pechoin SKII Pechoin
2Hans Estee Lauder SK-II
3Chando Lancome Estee Lauder
4Olay L’Oreal Herborist
5L’Oreal Arden Lancome
Pechoin sales track
1 min RMB 5 million
30 mins RMB 45 million
8hrs 22 mins RMB 100 million
Final sales RMB 145 million
SK-II exceeded 100 million sales at
10:08, be the 1st high end brand to break
100 million.
Source: Taobao “ShengYiCanMou”,ranking by transaction amount
COSMETIC BRANDS ACTIVITIES
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Local Brands Foreign Brands
Lower price with 60%-80% off (e.g. Pechoin, OneLeaf)
Jahwa sponsored the Double 11 gala, drive huge traffic to
brands’ store with the combination of Mobile+TV+eCom
Leverage IP, Content, Livestream, TV Gala to drive fans
shopping
PERSONAL CARE/CLEANING CATEGORY
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Rank Brand Store
1Walch P&G store
2Schwarzkopf Schwarzkopf store
3Qingfeng Walch store
4Vinda Qingfeng store
5Jierou Purcotton store
Source: Taobao “ShengYiCanMou”,ranking by transaction amount
Tmall Flagship store
promote the bulk
items(half year/full
year volume)
JD promote single
hot-sales item
KFC RANKED NO.1 IN SUB-CATEGORY
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KFC ranked No.1 in sub-category after the Flagship store grand opening in Sep.
Starbucks marking the occasion with Tmall exclusive merchandise and a special beverage
KFC and Starbucks all join Tmall “Finding the Carnival Cat” an AR game to explore more online/offline interaction
TMALL GLOBAL HAS 1ST 100M SALES STORE
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Surpassed 2015 full days sales amount in 9.5 hours
Chemist Warehouse became the 1st 100m sales Tmall Global st
ore
Top 5 Tmall Global store• Chemist Warehouse
• COSTCO
• Moony
• Mikihouse
• Sneakerhead
Buyer’s favorite categories
• Diaper
• IMF
• Face mask
• Hair care
• Watch
BATTLE OF ONLINE SUPERMARKETS
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Tmall supermarket
Special promotion event with 10%-15% off
JD supermarket
Sold 40M items on 11.11
Hot sales category/brands
• Mom & baby-Friso,Kao,Wyeth
• Food-Mengniu,Nestle,Fulinmen
• Cosmetic:LOreal,Estee Lauder, Olay
• Personal care: Vinda,Bluemoon,Heads & Shoulders
• JD Global- Kao, Swisse,Aptamil
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Implication
NEXT GENERATION ECOMMERCE DRIVEN BY
ECOMMERCE INTEGRATED MARKETING & CONTENT
Slower growth of online shoppers push eCommerce
to next generation, which be driven by better
eCommerce integrated marketing and content
eCom integrated marketing needs combination of
eCom specific campaign idea,content, social,
livestream, IP, VR, AR, offline activities
eCom platforms building their own ecosystem of
ecommerce+content+social
Online experience
Offline experience
VR
Precise
MarketingPersonalized,
Targeted
Purchase
experience
Entertainment
experience
O2O
AR，Watch
Now Buy Now
Fans
Economic
IP +
Livestream Community
Economic
social+
commerce
KEYWORDS FOR ECOMMERCE IN THE FUTURE
People Target
eCommerce traffic will be
more diversified, personalized.
Opportunities and risks for
brands to acquire and operate
your targeted fans
Fun Shop
Brands need to adopt more
entertainment, content, social to
attract the younger 90s buyers
Quality Buy
Online shoppers are treating price
rationally.They care more about
product quality and shopping
experience than before
VR & AR BRIDGE THE PHYSICAL AND ECOMMERCEEXPERIMENTAL MARKETING
Online
Offline
VR: Shopping Experience AR: Purchase Decision
VR: Enhance online
shopping experience
AR enable present the product
details to customer
AR help customers to know
what exactly look like when
they buy the furniture home
VR: Virtual
experience on
product trial
Involvement in
production
FMCG
Clothing
Home &
Furniture
Foods,
DrinksAuto, Durable
Goods
CONTENT HAS BECOME MORE IMPORTANTKEY IS SELECTION & PLANNING IP to
generate context
Social broadcast
Social eCom to convert
Buyers
Potential
Users
Non-Targeted Users
Ge
ne
rate
Tra
ffic
Communication InteractionEffi-
ciencyReach Conversion
Online Celebrities
LivestreamStrong High Celebrities fans Unclear
TV Gala Strong High All users Unclear
Social Weak Low KOL fans Unclear
Shopping Guide
SitesWeak Low
Potential
buyersHigh
Efficiency：Amount of messages which being delivered in 1 minute
Livestream on eCom drive brand’s awareness and users interaction,
but still uncertain for the direct sales conversion. We suggest brands to
select the right IP, better integrated planning of online/offline IP
activities, and continue to explore better way of eCom+Content
MOBILIZED, SOCIALIZED, PERSONALIZED, CUSTOMIZED
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个性化定制化
Personalized service,
Customized products
Personalized and
socialized contents for
customers
内容化社交化
eCommerce platform need more innovation in mobile eCommerce marketing, create more
fun,entertaining,effective solution to communicate with younger customers
Brands should try more bold initiatives on personalized, social ,content to engage with younger
buyers
EFFECTIVE WAY FOR ECOMMERCE BIG DATA MARKETING
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Find brand specific
target users
Adopt the right eCom
Ads product
Tracking & Analyze of
eCom data
Leverage eCom platform tool or
cooperate with platform to find the
brand specific users group
eCom mass users
Define and find brand
specific users
Test & Optimize brand
specific users group
Core Users
Prioritized for the
trackable, biddable Ads
eCom mobile ads
Onsite targeting ads
eCom onsite SEM
eCom onsite SEO
Onsite content/social ads.
Competitor’s eCom ads
spending and tactics
Competitor’s promotion
mechanism & creatives
Competitor hero SKUs
pricing,attribute and reviews
Category and competitors
sales status
Multiple dimension of eCom
data are critical important
THANK YOU
AGILE FOR THE RAPID CHANGEGROUPM ECOMMERCE
• Jerman Zhang
• Nora Zhang
• Kenson Li
• Canva Li
• Vera Li
• Sandra Wang
• Junjie Shi中文版H5 English Version H5
