28
2018.11.11 2018 Singles’ Day White Paper
2018.11 .11
2018 Singles’ Day
White Paper
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 1598
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
3
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
4
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
5
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
6
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
7
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
8
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.
9
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
10
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
11
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
12
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
13
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
14
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
15
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
16
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
17
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.
18
Pechoin with Forbidden City campaign took the essence of Chinese Beauty,
marked more than 100 million GMV in Tmall
19
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
20
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
21
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
22
Swisse advocated Fancy Wellbeing among young generation as the key theme of
the campaign
23
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
24
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
25
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.
26
dyson launched
Airwrap on Oct. 16
“Hair Curler” and “High-tech Hair Styler” immediately became hot
search terms on Baidu
#High-tech Hair Curler#
27
• 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—
28
Thank you!
Stay tuned with our next volume:
Singles’ Day Consumer Insights
Scan the QR code to follow us!
Stay tuned with Kantar Consulting
and latest eCommerce news.
by eCommerce & Omni-Channel,
Kantar Consulting China
Feel free to drop us an email:
