$17 billion in one day: How Alibaba turned China’s Singles’ Day into a shopping bonanza
It was a good week for Alibaba. The e-commerce giant in China easily pulled in 120 billion yuan (around $17 billion) in the first 20 hours of Singles’ Day on November 11, its annual shopping extravaganza. This has already surpassed last year’s 91.2 billion yuan — and is more than five times the $3 billion Americans spent online during Cyber Monday in 2015.
Alibaba turned Singles’ Day, a pre-existing holiday that serves as an anti-Valentine’s Day, into a shopping event back in 2009. It is the mother of all PR ploys that plays around with the solitary feeling that the onset of winter can evoke: Nobody to cuddle with? Treat yourself. Alibaba hits sales records on Singles’ Day almost every year.
This year, Alibaba has made its Singles’ Day sale even bigger with new marketing gimmicks, including virtual reality, the see-now-buy-now model and online-to-offline elements.
Here, we break down how Alibaba approached 2016 Singles’ Day in new ways.
Eye on the global market
More than 14,000 foreign merchants participated in Singles’ Day on Alibaba-owned online stores Tmall and Taobao this year. Combined, they accounted for more than 30 percent of the company’s overall Single’s Day sales, according to the company. First-timers include Shanghai Disneyland, Burberry, Sephora, Target, Maserati, Apple and Victoria’s Secret.
Meanwhile, Alibaba opened the event to consumers in Taiwan and Hong Kong for the first time, and plans to bring Singles’ Day to Southeast Asia next year.
— Alibaba Group (@AlibabaGroup) November 10, 2016
Alibaba also assembled a gala for Singles’ Day featuring celebrities like Kobe Bryant, Scarlett Johansson, David Beckham and Victoria Beckham (who has a store on Tmall) to make it feel like more of a global shopping event.
“This is not just about brands from all over the world selling things to China, and it’s also about Chinese companies selling their products to consumers all over the world,” said Mike Evans, Alibaba president, in his interview with Bloomberg.
— Bloomberg TV (@BloombergTV) November 11, 2016
Mark Tanner, managing director for Shanghai-based agency China Skinny, also observed that this year’s event was more focused on the ability to buy “exciting global brands.” Deep discounts were rarer this year.
“This is much more sustainable for vendors and will be great if they can pull it off,” he said. “But Alibaba may struggle to have the same huge discounts to lure Chinese consumers in the future.”
New marketing ploys
Alibaba experimented with new ways this year for consumers to interact with brands this year, including through augmented reality, virtual reality, and live streaming. “All sorts of different ways we haven’t yet tried in the past,” said Evans.
A week before Singles’ Day, Alibaba live streamed an eight-hour fashion show in Shanghai with 80 international brands. During the show, viewers could pre-order the designs from luxury fashion houses like Burberry that they saw on the catwalk. The company also developed a Pokémon Go-like mobile game where players could catch different branded “Tmall Cat” mascots and then redeem them for prizes and discounts.
As part of Alibaba’s “Buy+ VR” plan, consumers could either wear a VR headset or a VR cardboard (similar to Google Cardboard but only costs around 15 cents) and make a purchase by staring at a floating “Buy” button in the VR environment.
It’s unclear how much Singles’ Day sales actually came from Alibaba’s AR and VR initiatives, though. Alibaba has yet to break out the numbers. But the buzz was good branding, said observers.
“Alibaba incorporated many ‘buzz’ channels this year. They are ensuring 11/11 continues being exciting for consumers who crave for new things every year,” said Tanner.
Bridging the gap between online and offline
Singles’ Day offers didn’t only take place online but also offline. Taobao and Tmall sent out many digital coupons on Singles’ Day, and those coupons were valid for purchases at participating brands’ physical stores as well.
For instance, on WeChat, Uniqlo offered select designs at 50 percent off both on Tmall and in-store. Some of the offers are still available after Singles’ Day.
While this is a clever tactic for driving in-store traffic, Denise Sabet, managing director for China-focused agency Labbrand, points out that some brands not affiliated with Alibaba, Tmall or Taobao may take advantage of the buzz and offer their own in-store Singles’ Day deals.
“It may be an attempt for brands to capture more of the Singles’ Day traffic for themselves instead of only through the e-commerce giant’s platforms,” said Sabet. “They are basically piggy-backing on the buzz and cultural relevance of Singles’ Day to build their own brands.”
‘We’re netting out with higher revenue’: Publishers reaping the benefits of Snapchat’s strong second half
With CPMs up as much as 20% year over year in the fourth quarter, many Discover publishers are bullish on the upstart platform for next year.
How Cosmo is building brand affinity with younger audiences through its focus on commerce
Cosmopolitan's focus on e-commerce through a line of branded wines and its own shopping holiday has led to a 254% increase in product sales.
‘Go to market faster’: The Washington Post’s Arc goes outside the tent for payment and data integrations
Subscriber revenue has become more of a priority to the Washington Post's Arc clients since it launched its subscription tools last year.
SponsoredPublishers will lead the charge as cookie-less advertising becomes the norm
Steve Wing, managing director, EMEA, Magnite As the advertising industry moves closer to a cookieless world — one in which browserless environments including connected TV (CTV) and mobile in-app are an increasingly large part of ad budgets — publishers will have an increasingly important role in developing the future of identity. Segment creation and identity […]
‘Profitability in the back half of next year’: BuzzFeed CEO Jonah Peretti (and Verizon Media CEO Guru Gowrappan) on their big merger
A special Digiday podcast episode features Interviews with BuzzFeed CEO Jonah Peretti and Verizon Media CEO Guru Gowrappan.
‘People have had permission to experiment’: Pandemic expedites rethink on 9-to-5 work structures
Starting out as a short-term fix to weather the coronavirus storm, employers are seeing work hours outside the traditional 9-to-5 week as a new normal.