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2018.11 .11
2018 Singles’ Day
White Paper
Part 1
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—
Top 4 themes in 2018 Singles’ Day
1 3
Omni-
Channel
&
Omni-
Occasion
Campaign
Group-buyingA brand new Singles’
Day Element
4
Membership
Marketing
15
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
16
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
17
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
18
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
19
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"
20
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
21
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—
22
• 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?
Top 4 themes in 2018 Singles’ Day
1 3
Omni-
Channel
&
Omni-
Occasion
Campaign
Group-buyingA brand new Singles’
Day Element
4
Membership
Marketing
23
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
24
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
25
As a brand—
26
• 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?
Top 4 themes in 2018 Singles’ Day
1 3
Omni-
Channel
&
Omni-
Occasion
Campaign
Group-buyingA brand new Singles’
Day Element
4
Membership
Marketing
27
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
28
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
29
*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
30
• 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—
31
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Kantar Consulting China
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Stay tuned with our next volume:
Singles' Day Brand Activation Review
