China Internet Watch

How’s Alibaba Taobao Double 12 different from the Singles’ Day campaign?

CIW Team — Tue, 08 Dec 2020 11:50:57 +0000

Double 11 in November is the largest shopping festival in China and Alibaba promotes it with Tmall platform. Double 12, following Double 11 in December, is also an important annual campaign for e-commerce platforms.

Taobao started Double 12 and this year is the 10th year. It has a new proposition: strengthening the user's mind of Taobao Double 12 and expanding the brand influence.

If Tmall meets the rigid demand with online Brand Mall, Taobao is more like flexible shopping with "street shops".

For consumers, Tmall Double 11 is to meet everyone's pain points with high-end products, Taobao Creation Festival is to meet users' pleasant points with innovation and novelty, while Taobao Double 12 12 is just positioned somewhere in the middle, meeting users' "itch point" demand.

Taobao Double 12 focuses on Gen-Z, great-buys, and fashion. Taobao wants to keep users with a sense of discovery and surprise.

The Double 12 team decides to communicate with consumers with the point ...

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China’s year-end shopping festival Double 12 is on

CIW Team — Fri, 06 Dec 2019 06:52:50 +0000

Following Double 11 2019, the last major shopping festival is Double 12. Alibaba’s Taobao of Double 12 will focus on live broadcasting; everyone is the host and everything can be broadcasted. Interesting content will become a huge highlight of Double 12 on Taobao.

Live broadcast is not necessarily limited to a single “product”; orchard, factory assembly line, … can also be used to push product sales.

Hosts competition is also a major highlight during this year’s Double 12. The winner of the daytime session will get the chance to join the top hosts in the evening.

Industrial live broadcasting is another important theme for this year. From December 1 to 8, Taobao Live will carry out 8 consecutive days’ direct supply of industrial goods. In addition, it will also empower the hosts of local industrial resources.

Taobao.com

The theme of Taobao double 12 this year is creativity and personalization. In addition to “20 yuan off 200 purchase”, small and medium-sized businesses on Taobao could deeply tap the diverse needs of young consumers.

Different from previous years, this year’s Double 12 Alipay Lifestyle Festival was started by Alipay jointly with platforms in Alibaba’s ecosystem including Koubei, Ele.me, Taopiaopiao (movie tickets platform), and OTA Fliggy.

Compared with e-commerce, the promotion of retail store will launch on the day of “Double 12”, and citizens are more willing to go to the physical store for consumption.

JD Double 12 2019

On November 22, Jingdong announced the strategic upgrade of large import business, integrating its cross-border goods and general trade import goods, and having officially launched the first domestic consumption platform focusing on large import business – Jingdong International, a one-stop consumption platform for imported goods.

JD started warming up for Double 12 on 1 December with the theme of “12.12 JD Warm Festival”.

Pinduoduo

Pinduoduo announced that its “global shopping” business has set up “global shopping overseas stations” in the United States, UK, Germany, and Japan, targeting Black Friday shoppers through comprehensive measures such as global direct purchase, free trade zone direct shipping, free delivery, and RMB 10 billion subsidies.

From midnight on November 28, nearly 500 international brands and more than 20,000 international popular imported goods started cross-border shopping for six days.

Pinduoduo offers 30 yuan off every 159 yuan purchase for Double 12. It also launched authentic product insurance in combination with PICC insurance to ensure that the “10 billion” subsidized brand are authentic and genuine.

China Double 11 best-selling brands

Alibaba Double 12 promotion focuses on social commerce in 2016

CIW Team — Tue, 13 Dec 2016 03:00:32 +0000

One month after Alibaba Double 11 online shopping festival on Singles Day in China, Alibaba launched Double 12 online shopping festival on its C2C website Taobao.

Alibaba’s Double 11 is more focused on Tmall for brands on Tmall while Dobule 12 is more towards social commerce for smaller merchants and individual sellers via blogs, live-streamed videos and other promotional content.

Mobile Taobao has been developing new social commerce features within its mobile app, such as the hosting of special interest groups called Quanzi (circles) where like-minded individuals communicate. One of the most popular social functions on Mobile Taobao is a Q&A feature that enables shoppers to ask questions and get answers from the community.

How Taobao Primes shoppers for Double 12 Promotion

Taobao Headline, a news aggregator within the Mobile Taobao app with over 100 million MAUs, has been featuring a “topic of the day” to encourage users to tell personal stories.

More than 30 million consumers make purchasing decisions based on feedback offered from their peers on Taobao through Wendajia, Taobao Mobile app’s Q&A feature.

According to Taobao, video bloggers, retailers and others broadcast more than 20,000 live-stream video sessions in the lead-up to Double 12. A live broadcast hosted by fashion blogger Zhang Linchao, who has about 3 to 4 million followers on Weibo, on 6 December 2016, attracted more than one million viewers.

Double 12 promotion via Alipay Koubei started on 10 December drives huge promotion in offline retail stores; over 1 million retailers have registered their participation this year. Shoppers can enjoy special discounts and offers if they make payment with Alipay.

China Online Shoppers to Spend $150 Billion in Holiday Season 2015

CIW Team — Thu, 19 Nov 2015 05:00:47 +0000

China’s booming economy has driven the emerging of the largest online transactions (55%) in the Asia-Pacific region, and nearly half of Chinese consumers (49%) are estimated to increase their online spend during this shopping season. From November to December 2015, Chinese online shoppers are expected to spend US$150 billion in total and the average expenditure will reach US$209.87 according to Adobe Digital Index.

The total e-commerce during this holiday season is expected to reach US$150 billion, representing a 13% increase compared to the same period last year.

The average expenditure per internet user is predicted to reach US$209.87 accounting for one-fifth of total online spending this year. The shopping peak will appear on Double 11 (Nov 11th) and Double 12 (Dec 12th).

Online retailers will offer discounts to drive more shoppers at the end of the year. In November and December this year, discounts are predicted to hit their record low on Double 11 and Double 12 at about 7% off for the average product.

Shopping time of Chinese consumers shifts ahead. Shoppers aged 18 to 34 years old started online shopping from November 1st instead of on the Double 11.

Apart from lower price and product variety, critics and reviews are among the key factors that affect consumer purchasing decisions. 43% Chinese consumers will look through critics to finally determine their decisions.

49% Chinese consumers are more inclined to use social media in determining holiday shopping decisions and women are more likely than men to have been affected by the online advertisement.

Japan is expected to become the second highest online spending countries in the Asia-Pacific region during the holiday season, forecasting total sales of US$37 billion and 5% increase over the same period last year.

Also read: 22% Online Shopping Spend Are Newly Created Demand

Alipay’s Off-line Strategy Worked on Double 12 Shopping Day

Rocky Fu — Tue, 16 Dec 2014 06:30:10 +0000

Instead of duplicating Double 11 shopping festival on a different date, this year’s Double 12 focused on off-line retail sales led by Alipay.

Double 11 (Nov 11) and Double 12 (Dec 12) are the two popular online shopping campaigns in China. This year, discounts and products promotions are extended offline purchase, which motivated a lot of elderly consumers in China. Take a look at the photos below and get a sense of how successful the offline campaign was:

The attractive offers and promotions are available when you pay with Alipay. Unlike online product promotions, you can see, touch and get a real sense of the discounted goods. There were some who were outside the supermarket helping the elderly smartphone users to set up mobile payment gateway, charging five yuan per set-up.

However, Alipay’s co-promotion with retailers agitated some shoppers as they need to queue for a few hours just buy some regular goods. With thousands of shoppers trying to access to data network and free Wi-fi, the transaction is much slower than it usually is if not failing to connect, making the shopping experience much worse. Some shoppers abandoned the order as the promotion expired at 10pm:

Nonetheless, Alipay secured tens of millions of mobile app activation on one single day according to news on Weibo; in addition, it cultivates the mobile shopping habits among the elderly.

From online side, mobile shopping continued to rise representing 45.8% of total Taobao transactions on Dec 12 2014, comparing with 42.6% on Double 11.