China Internet Watch

Tmall Hey Box: Alibaba’s best seller incubator for top brands

CIW Team — Wed, 23 Oct 2019 08:00:07 +0000

Launched in 2017, Hey Box of Alibaba's Tmall is designed specifically to provide new product release marketing solutions to brands. 50 million new products were released on the Tmall platform in 2018. Over 1.3 million new products from over 500 brands recommended by Tmall Hey Box to targeted consumers were eventually purchased, with a total transaction value of over 40 billion yuan. New products launched via Tmall Hey Box are supposed to become best sellers and hit the industry benchmark from zero in 30 days.

You can also read the full story from CIW eBook here.

In order to successfully introduce new products, it is important to find effective ways to impress targeted consumers. The characteristics and advantages of the new products shall be clearly conveyed and endorsed through live streaming or short videos by KOLs so that consumers can learn whether they provide better experiences or have better designs and decide if such new products are worth buying.

Selling new...

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Sales & insights of China’s mid-year shopping festival (618) 2019

CIW Team — Mon, 24 Jun 2019 12:00:52 +0000

Taobao 618 Livestream

618, usually from mid-May to 18 June, is China's largest mid-year shopping festival. This year's Tmall 618, there were hundreds of domestic and foreign brands whose sales exceeded last year's Double 11, with the highest growth rate exceeding 40 times.
Taobao/Tmall 618 Performance
With over 200,000 brands taking part. Innovative marketing campaigns and tools provided by Alibaba’s core platforms during the 18-day campaign helped more than 110 brands each generate gross merchandise volume in excess of 100 million yuan.

More than 110 brands accomplished sales of over 100 million yuan. Tmall's flash sales channel Juhuaxuan brought more than 300 million new customers to the platform while Daily Special Sale brought 420 million orders to businesses. More than 180 products topped 10 million yuan in sales, and 4,700 products achieved sales of over 1 million yuan. It was a record-breaking num...

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China Double 11 Shopping Festival Sales Statistics 2017

CIW Team — Sun, 12 Nov 2017 09:00:46 +0000

In the ninth year of the world’s largest 24-hour shopping event, this year’s Tmall Double 11 2017 will showcase:

Alibaba Economy at scale. 11.11 will demonstrate the technological innovation and global scale of the entire Alibaba Economy. More than 140,000 brands and hundreds of millions of consumers will participate in 11.11 this year. This shopping festival will be supported by Alibaba’s global cloud, payment and logistics infrastructure.

Consumers will enjoy seamless payment and consumer loan services provided by Ant Financial. Alibaba Cloud will serve as the core technology and computing backbone to ensure the best consumer experience throughout the festival. Cainiao Network expects over 3 million logistics personnel to facilitate the hundreds of millions of packages that will be generated from the festival.

The number of annual active consumers on Alibaba’s China retail marketplaces reached 488 million, an increase of 22 million from the 12-month period ended June 30, 2017. See the performance highlights of Alibaba in Q3 2017 here.

Power of the Chinese consumer. Alibaba expects that hundreds of millions of Chinese consumers who visit its platforms on November 11 will have access to over 60,000 international brands and merchants to satisfy their increasing demand for goods and products from around the world. This year, Tmall will, for the first time, leverage its popularity outside China to bring over 100 domestic Chinese brands to international markets, targeting millions of overseas Chinese consumers in Asia and the rest of the world.

New Retail implementation. Alibaba’s New Retail model with integrated online-offline customer offerings will be showcased in store locations across China. More than 1,000 brands will convert nearly 100,000 physical locations into “smart stores” and our channel distribution solutions make it easy for more than 500,000 local neighborhood stores and Rural Taobao service centers to sell to consumers in lower-tier cities and rural villages.

Tmall Double 11 Sales Stats 2017

Total sales on Tmall Double 11 Shopping Festival reached 168.2 billion yuan in 2017 from 225 countries and regions, 90% from mobile.

167 merchants each has total transactions of over 100 million yuan. Nike store became the first one with over 1 billion yuan in apparel category.

Top 50 Tmall Stores on Double 11 2017

Suning
Xiaomi
Honor (Huawei)
Haier
Nike
Uniqlo
Sharp
Adidas
Linshimuye (furniture)
Midea
Quanyou (furniture)
GREE
Huawei
Gujia (furniture)
Heilan Home
PurCotton
Sanzhi Songshu (snacks)
P&G
Dyson
GXG
Balabala (children apparel)
New Balance
Semir
Peacebird
Jack Jones
Pechoin
Veromoda
ecovacs
Lancome
Zara
ONLY
Estee Lauder
Hisense
Anta
Philips
Gap
Chando
Eifini
Fotile
HSTYLE
Vivo
SK-II
Olay
Skyworth
Little Swan
Meters/bonwe (Apparel)
Xilinmen
Li Ning
Siemens
Bosideng (Apparel)

Top Smartphone Stores

Apple
Xiaomi
Honor
Huawei
Vivo
OPPO
Meizu
Samsung
Meitu
Nubia

Home Appliances

Midea
Philips
ECOVACS
Dyson
Joyoung
SUPOR
Xiaomi
Panasonic
Haier
Galanz

Large Home Appliances

Haier
Midea
Sharp
Siemens
GREE
Xiaomi
Hisense
TCL
AUX
LittleSwan

Men Apparel

HLA
Uniqlo
GXG
Peacebird
Jack & Jones
Playboy
Semir
Mark Fairwhale
Meters Bonwe
Bosideng

Women Apparel

Uniqlo
Vero Moda
ONLY
Eifini
HSTYLE
Peacebird
Bosideng
Leting
Ochirly
Teenie Weenie

Makeups

Pechoin
Chando
Lancome
Estee Lauder
SK-II
Olay
L’Oreal
One Leaf
Innisfree
Shiseido

Outdoor sports

Nike
Adidas
Anta
New Balance
Li Ning
Sketchers
Puma
Xstep
Under Armour
Camel

Tmall Sales Progress on Double 11 2017

1 billion yuan: 28 seconds (vs. 52s in 2016)
10 billion yuan: 3 mins 1 seconds (vs. 6m 58s in 2016)
19.1 bn yuan: 5 mins 57s (exceeds total Double 11 sales in 2012)
36.2 bn yuan: 16 mins 10s (exceeds total Double 11 sales in 2013)
50 bn yuan: 40 mins 12s (vs. 2 hrs 30m 20s in 2016)
57.1 bn yuan: 1 hours 49s (exceeds total Double 11 sales in 2014)
91.2 bn yuan: 7 hours 22m 54s (exceeds total Double 11 sales in 2015)
100 bn yuan: 9 hours 4s(vs. 18 hrs 55m 36s in 2016)
120.7 bn yuan: 13 hours 9m 49s (exceeds total Double 11 sales in 2016)
168.2 bn yuan at 24:00

Alibaba Cloud processed 325,000 orders per second at peak. Alipay processed 1.5 billion payment transactions in total, up 41% from 2016, and processed 256,000 transactions per second at peak.

Other E-Commerce Platforms Double 11 Stats 2017

Total orders from 1 Nov till 7:46:58 on 11 Nov exceeded 100 billion yuan on Jingdong (JD). Total transactions on JD during the eleven days’ online sales reached 127.1 billion yuan with over 50% growth.

Netease Kaola total Double 11 sales value reached 4 times as much as last year’s. It reached the total transactions of last year’s Double 11 in the first 28 minutes. Kaola has 25.6% market share in China’s cross-border e-commerce market in Q3 2017 ranking first according to iiMedia.

Total orders on AliExpress exceeded 10 million as of 19:50 on Double 11 2017. It covers 184 countries and regions in the first two hours.

Find out more Singles Day 2017 Insights »

[CASE STUDIES] How Brands like Lancome Promoted Lipstick on WeChat Moments

CIW Team — Tue, 12 Sep 2017 03:00:15 +0000

In 2017, Saint Laurent, Lancôme, Dior, L’Oréal, and other top-of-the-line international makeup brands arranged WeChat Moments advertising during major holidays to publicize their own lipstick products.

If promoting a diamond as a symbol of love and loyalty is among the most classic examples of marketing history, then turning lipstick into the preferred symbol of love is a major achievement for social marketing in the internet era.

During this era of rapidly-spreading social networks, lipstick has become one of the best-selling categories for the major makeup brands.

Using the strong social networking and data analytics WeChat Moments advertising brings to the table, they were able to generate a holiday marketing effect and effectively promote their brands and advance sales.

With this year’s Lovers’ Day (7th evening of the seventh lunar month, roughly equivalent to Valentine’s Day) fast approaching, how can we attract attention in the holiday rush? Read on to see how WeChat ...

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Case Studies: Native Video Ads on WeChat Moments

CIW Team — Thu, 26 Jan 2017 02:00:23 +0000

Native video ads on WeChat Moments allow 6 or 15 seconds outer layer video clips; and, users can click to enter inner layer native promotion page. The inner layer landing page uses the WeChat native component function to realize full-screen interactivity.

WeChat native video pages provide ten times faster loading speed as regular HTML5 landing pages do to achieve smooth interactions and experiences. It significantly reduces bounce rates.

Porsche: Panamera

Based on the WeChat system’s native speed loading capabilities, the native video promotion page allows users to seamlessly navigate from the outer layer to the inner page. And, the zero-latency browsing experience makes the brand story “spontaneous.” Inside the ad, it adopted the 360-degree panoramic interior display so that consumers are immersed to the full exposure of the car.

Lancome: the little black bottle

Lancome utilized the native video ads on WeChat Moments via fun puzzle games to give away 10,000 Lancome products including the little black bottle, miracle fragrance, etc.

Yili Group

In the form of full-screen flashing poster video and 360-degree panoramic view, Yili promoted its brand on WeChat and stimulate the purchase demand for the coming Chinese New Year.

China Top 10 Cosmetic Brands by Online Ad Spend in August 2014

Cecilia — Tue, 14 Oct 2014 00:45:59 +0000

In August 2014, total online advertising spend of cosmetic brands exceeded RMB120 million (US$19.55 million) in China.

Among all the cosmetic brands, L’Oreal spent RMB12.9 million ($2.1 million) in online advertising in August, ranking first by total ad spend, followed by Lancome and Estee Lauder according to data from iResearch.

Online video, web portal platforms, and fashion website are the top three online advertising channels for cosmetic companies in China in August 2014.

The advertising spend on online video exceeded RMB41.1 million (US$6.69 million), accounting for 35.58% of the total spend, followed by web portal (24.4%) and fashion website (19.9%).

Also read: China Top 10 Clothing Brands by Online Ad Spend in July 2014