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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 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
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
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
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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
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Kantar Consulting China
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Singles' Day Brand Activation Review
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