Singles’ Day in China isn’t just about being single!
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Singles’ Day, or Guanggun Jie, is a festival in China, where young people celebrate being single.

The date, November 11th (11/11 – double eleven), was chosen because the number “1” resembles an individual that is alone. This festival has become the largest online shopping day in the world. Singles’ Day is therefore, quite similar to Black Friday, though the Chinese holiday is far larger than the U.S. holiday. In 2016, the first five minutes of Singles’ Day saw 6.81 billion yuan in sales, compared to $3 billion in online revenue on all of Black Friday in the United States.

We looked at what consumers in China talked about on social media during Singles’ Day. Our research we found the most mentioned categories, products and brands on social media channels. Local brands are more and more attractive to Chinese consumers due to continuous innovation and reasonable prices. However, Western brands still performed well due to their exceptional marketing and sales presence among some categories.

Chinese retailers definitely knew how to engage with consumers through all channels in order to stimulate sales during the holiday. Alibaba™ China’s biggest marketplace, boasted 440 million active users, 14 billion in revenue, and more than 22 million views through their hashtags on Weibo™. Western brands have space to grow their market share in
China as consumers showed interest in them, especially in the cosmetics industry.

The continued success of the event is because Chinese consumers embrace technology, love e-commerce, and can’t hold back when they see a bargain. To learn more about what we found on social media during Singles’ Day, please read our new infographic.

 

China-singles


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