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2018.11 .11
2018 Singles’ Day
White Paper
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
3
4
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
5
• 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
6
Shoppable
Contents
2
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
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
8
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
JD Mall
JD app drives traffic to
its convenience store GO
Themed events at JD
convenience stores
9
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
10
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
11
• 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
12
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
13
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
14
• 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—
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Thank you!
Stay tuned with our next volume:
Singles' Day Brand Activation Review
To download the full Singles’ Day: Overview Whitepaper head to
by eCommerce & Omni-Channel,
Kantar Consulting China
Click Here
