Alibaba is celebrating its twelveth 11.11. Singles Day. We have been tracking its latest news and development. Its first sales window from 1-3 November has registered record sales. We wrap up the event with a highlight of major brand activites that contributed to this year's success.
Summary and key highlights:
- Total GMV recorded over the event including the presales period is CNY498.2bn (US$74.1bn), up 26% from last year
- 474 brands surpassed CNY100m (US$15m) in GMV this year
- 31,766 overseas brands participated in Alibaba’s cross-border platform
- 200 luxury brands were on Tmall Luxury Pavilion, doubling the number of brands from last year
- Over 90% of the participating luxury brands’ GMV surpassed their 11.11 full-day sales records from last year - Net-a-Porter, Bottega Veneta, Qeelin, Coach, Michael Kors hit that milestone within the first hour of the event
Livestreaming with a twist
Shiseido used its own employees instead of social media influencers to promote its products. Its livestream is from two locations: its Tokyo headquarters and a studio in China's Hangzhou. Over 400,000 people watched it.
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| Source: Nikkei Asia |
Largest international presence this year
A number of U.S. merchants is making their first forays into the Asian market. This includes Uncle Bud, a Los Angeles-based personal care goods maker that has former NBA superstar Magic Johnson appear on its livestreaming event. The brand focuses on hemp and cannabis-based products like body gels and lotions is targeting at least CNY1m (US$150,000) of sales through its online store on Alibaba’s Tmall Global platform.
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| Source: Uncle Bud |
Luxury brands targeting young shoppers
About 70% of the customers of luxury products on Tmall Luxury Pavilion this 11.11 were making their first luxury purchase there. This group of new luxury customers represents nearly 70% of the total luxury-goods sales generated on the Pavilion. To attract young shoppers, time-limited discounts with pre-orders and coupons are available with affordable luxury brands like Coach and Michael Kors. There are also new entrants like Spanish brand Balenciaga on the platform for the first time.
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| Source: South China Morning Post |
Other brand activations during 11.11
Lidl in Germany used this year's Singles' Day to test customer loyalty campaigns. It used "countdown offers" which were available for a short period of time and updated constantly in the online shop. A voucher code, for example, waived the flat shipping cost of €5. Lidl also used integrated newsletter advertising, providing customers who signed up additional offers.
As part of 11.11, Dairy Farm’s Mannings in Hong Kong launched “11 BEAUTY DREAMS COME TRUE” from 1-11 November 2020 with daily flash offers. Mannings invited Snow Suen, a popular KOL in Hong Kong to host its first-ever in-store livestream. To engage viewers, Suen shared her beauty shopping list, top skincare tips and latest beauty trends.
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| Source: Dairy Farm |
From 00:00 on Nov. 1 to Nov. 11 (China Standard Time)
Total GMV CNY498.2bn (US$74.1bn)
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| Source: Alizila |
From 00:00 on Nov. 1 to 20:05 Nov. 11 (China Standard Time)
Total GMV exceeded CNY467.5bn (US$70.5bn)
11:00 in China - keeping livestreaming going 24/7 on Taobao Live
Alibaba's AI-powered avatars interact with audiences and answer their questions about consumer products using intelligent cognitive and perception technologies. The virtual anchors tap multi-module algorithms, including natural language processing and speech recognition. AliExpress, Alibaba global retail online marketplace, has been offering real-time livestreaming translation service. Viewers have been able to read translated captions to English, Russian, Spanish and French of what livestreamers are saying in real time.
09:00 in China - top 10 countries buying from China by GMV are:
- United States
- Russia
- France
- Malaysia
- Singapore
- Spain
- Australia
- Korea
- Japan
- Canada
01:26 in China - top 5 provinces that bought the most automatic Mahjong tables since the start of the shopping festival:
- Guangdong
- Jiangsu
- Zheiang
- Sichuan
- Hunan
00:35 in China - 13 brands have surpassed CNY1bn (US$150m) in GMV
While 342 brands including Apple, L’Oréal, Haier, Estée Lauder, Nike, Huawei, Midea, Lancôme, Xiaomi and Adidas each surpassed CNY100m (US$15m) in GMV.
00:30 in China - the number of orders created at peak was 583,000 orders per second
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| Source: Alizila |
00:30 in China - total GMV of the 11-day campaign had surpassed CNY372.3bn (US$56bn)
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| Source: Alizila |