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2018 Singles' Day White Paper

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2018 Singles' Day White Paper 2018 Singles’ Day 2018.11.11 White Paper CONTENTS: Volume I - 2018 Singles’ Day Overview Volume II - 2018 Singles’ Day Brand Activation Review Volume III - 2018 Singles’ Day Consumer Insight 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 Large-scale Transfer to Force of the entire The rise The rise Branding and Expanding Entertainment and intensive mobile Interactions ecosystem of EC of B2C globalization categories omnichannels promotions terminals Digital synergy 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 The best is yet to come Happy Singles’ Day Best entertainment Pick your faves on JD and products on JD Make the best of Tmall Singles’ Day Follow your heart and buy something wonderful Shop around the globe Pick a genuine item among the deals Shop around the globe JD products, synonym of quality Wait a few days for the best promos? Speed matters more than discounts 50% off only for one day ‘Sandstorm’ Deals Steep discounts with a Singles' Day theme 4 Singles' Day event schedule of major EC platforms 5 Extending the Singles’ Day battlefield: participation of over 100 EC platforms Other top EC CBEC Social EC Gome Amazon China VIP.com Ymatou SECOO Kaola Pinduoduo • Top quality with • Singles’ Day • Upgraded shopping • “Haitao with Ymatou!” • Collaborate with • International shopping • Singles’ Day Carnival low price Overseas shopping experience & deals • Black Friday Carnival 3000+ luxury brands carnival • Daily deals for various festival • 100% honest deals • Up to 70% off • Updated cross border categories logistics and delivery Social EC Xiaohongshu MOGU Youzan Selection Daling Yunji Weidian Meituan-Dianping • Must-buy for your • eCommerce livestream • Singles’ Day WeChat • Singles’ Day • Open your own • Red packets for • Launched before first order “LOOK+short video” Moments Shopping Housewares store for free Singles’ Day Singles’ Day • Presale deposits & • Offline fitting room Festival Shopping Festival • Week of Global deals MOGU STUDIO Selections Vertical EC Boutique EC Life service Beibei Babytree Mia Yanxuan MI Missfresh Ctrip • Singles’ Day • Singles’ Day Gift Box • Singles’ Day Gift Box • Extra Happiness for • Singles’ Day • 100% honest deals • Singles’ Day Hotel Carnival • Collaboration with Tmall • Collaboration with Tmall Singles’ Day deposit presale • 50% off membership Hauls • Super group-buying discount • An overview of events on some EC platforms 6 Top 4 themes in 2018 Singles’ Day Omni- Channel & Shoppable Membership Group-buying Omni- Contents Marketing A brand new Singles’ Day Element Occasion Campaign 1 2 3 4 7 Top 4 themes in 2018 Singles’ Day Omni- Channel & Shoppable Membership Group-buying Omni- Contents Marketing A brand new Singles’ Day Element Occasion Campaign 1 2 3 4 8 Alibaba’s battlefield extends from Online to Offline, from China to Global Extravaganza Extended space and border: Covering 180,000 brands online, join Taobao hands with 200,000 new retail stores nationwide offline Consumers = Singles’ Day Partners Lifestyle Use Alibaba mobile apps Dingtalk Energy Station Do team tasks offline Collect energy points European and Southeast Asian consumers to join Exchange for Red Packets for the fist time 9 JD’s Singles’ Day Network and Partners scenes Online 4 Offline JD Kepler Support on online traffic JD app drives traffic to IMC its convenience store GO Bilibili Fantasyland Douyin About 98 Endorsement JD x Bilibili Media partners of competition 160 JD Home contents & EC Zhihu Themed events at JD Marketing convenience stores 20+ JD self-service supermarkets collaboration IQIY 5000+ JD appliance Marketing stores Singles’ Day collaboration Global Shopping Festival 100,000 JD Daojia Join hands with 600,000 Overseas Southeast 1700 JD Bang brick-and-mortar stores Asian consumers service stores Create O2O shopping to join for the experience 200 JD Mon&Baby first time Experience Store omnichann QQ 微信 JD Mall 京东商城 400+ Walmart els omnichannel JD mini program intergration JD group-buying Nearly 10,000 mini program Cooperating stores 10 Social mechanism is being highly leveraged and integrated into this year’s Singles’ Day campaign Team up to collect “energy points”, share Full occasion coverage from transportation, red packets and get carts emptied entertainment and new retail Shopping at 200,000 stores RT-Mart x Alibaba to collect energy points New retail supermarkets Collect energy on Easyhome x Alibaba Youku Preview of your new home Rural Taobao: offline village stations 11 Newest updated Alibaba Tmall app to engage urban new retail with offline resources Information for The new entry “Business Circle” to be an important store events Shopping guide O2O passway on Tmall app livestream • Target 12 cities as future new retail hubs • Digitally transformed 200,000 stores in 100 business circles Food • Realized the concept of “Ideal 3km Home Range" Beauty in large scale • Offline events, experience activities, and Kids products recommendation based on users’ locations Fitting rooms Home life Beijing Coupons for Tianjin Pop-up stores physical stores Xi’an Nanjing Hi-tech Wuhan Suzhou Chengdu Shanghai Hangzhou Chongqing Boot camp Shenzhen Guangzhou 12 Online and Offline Integration Strategy by other key eCommerce platforms Suning Store MOGU Singles‘ Day Woman Outfit Festival Attract Online traffic to Offline Store Super offline fitting room Guide page Red packet incentives • LOOK+ short videos • New EC mechanism: livestream in • Endorsement & recommendation the forefront, factory as backstage by celebrities • MOGU STUDIO in Hangzhou • A super fitting room connecting the Internet and fashion • Oct 31st: Super Brand Day, • “Find the store" Function: encourage supplementing viral products consumers to scan QR codes in stores online to win red packets • Encourage offline shopping • Enhance a dual mode of app and stores 13 Pop-up stores were largely deployed by brands and eTailers for presale and consumer marketing purposes Presale online, Try offline Experience offline, going viral online • Tmall Food has opened pop-up stores in 6 cities with 18 • JD has launched JOY SPACE borderless retail pop-up stores FMCG brands, giving away samples of new products in several cities Pop-up stores in Core business circles in 289 cities 6 metropolis & 4 universities Various locations, themes and domains Dalian Beijing Tianjin Beijing Taiyuan Lanzhou Qingdao Jinan Clothes Appliance Home Beauty Food Xi'an Zhengzhou Shangha Nanjing Shanghai Chongqing Wuxi Ningbo iHangzho Hangzhou u Fuzhou Xiamen Kunming Xiamen Shenzhe Guangzhoun Some of the cities Guangzhou Foshan Tmall collaborated with Laiyifen and The Egg House to JOY SPACE aims to enrich scene experience and present themed pop-up stores explore borderless retail • Collaborate with well-known IPs, featuring their own traffic and attentions • Chengdu: immersive interactions with Weibo • Follow Tmall flagship stores to get tickets, driving • Beijing, Shanghai: Douyin Dance Contest online traffic • Guangzhou: highlighting ACGN culture with Bilibili • 22 spots with hidden QR coupons, aiming at enhancing interactions 14 As a brand— • 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? 15 Top 4 themes in 2018 Singles’ Day Omni- Channel & Shoppable Membership Group-buying Omni- Contents Marketing A brand new Singles’ Day Element Occasion Campaign 1 2 3 4 16 Various contents have been created and distributed by Tmall and Brands to create a more easy and enjoyable shopping experience Presale Warming-up Climax Information flows Global trends list Celebs' wishlist Tmall viral product list • Enhance consumers' knowledge of the • Invite 50 leading vertical media to • An innovative approach for product • Viral product lists selected by Tmall, brand/company conduct product assessment and placement providing a well-received one-stop • Endorsement by cyber celebrities recommendation • There are links leading to product solution to increase shopping • 1000 live-streamers compete with • Present product trend variations pages below the video—a one-stop efficiency each other, joined by their followers based on Tmall big data solution transferring • Quickly generate users' viral item, • Consumer generated content/PGC • Accurately delivered to different recommendations into shopping and encourage sharing • Interact on Weitao to win big prizes consumer groups, effectively shortening shopping paths 17 Content Commerce strategy has been well deployed by all the leading eTailers on the site during this Singles’ Day JD x SMZDM.com: What's Trendy list Kaola: "Childrearing" Festival Xiaohongshu: featured wishlists Recommendations based on various occasions: • Class • Popularity • Trend • Wisdom • Attitude Match products with different types of consumers: • Life lovers • Travallers • Highlight childrearing tips, using • Gourmets Douyin for user education • Chinese gourmets • Recruit "Trend Watchers" to try on • Romantics new products, encouraging in-depth • Wave makers interactions • Parents' boys/girls • Pet owners • Collaborate with DXY.com, inviting • New daddies 12 experts to introduce
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