2018 Singles’ Day - Kantar · • Interact on Weitao to win big prizes • Invite 50 leading...

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


1 3

Omni-

Channel

&

Omni-

Occasion

Campaign


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

QQ

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—


1 3

Omni-

Channel

&

Omni-

Occasion

Campaign


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?


1 3

Omni-

Channel

&

Omni-

Occasion

Campaign


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?


1 3

Omni-

Channel

&

Omni-

Occasion

Campaign


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




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%


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


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%


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


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


50

双十一合伙人

29微淘


43

双十一合伙人

23微淘



76

Data Source:

Q: During Singles' Day, which section did you browse on Taobao APP？


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



淘宝头条 63

35 29

2550

263

淘抢购有好货



淘宝头条 67

38 32

3255

263

淘抢购有好货



淘宝头条


77

Data Source:

Q: During Singles' Day, which section did you browse on JD APP？


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


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


9会买专辑

49

双十一主会场


5会买专辑

47

双十一主会场


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

Thank you!

Kantar Consulting O2O Whitepaper will be released soon.

We will share the exciting insights for O2O market.

Stay tuned!

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