Hello, warm greetings again from Shunyi for October 26th, our penultimate issue for this month. Previously, last Thursday to be exact, we mentioned that China is entering the crazy season – a busy time for marketers and delivery gals and guys alike. Hopefully a boom time for brands and sellers internationally.
Today we are going to build on that post, just a little bit around the 11/11 (Double Eleven) shopping festival / bonanza / craziness – call it what you will. We all know the “Story” (every great marketing success must have a “story” these days it seems) how it developed as a small celebration of singleness on November 11th to the mammoth global, or near enough to, circus it is today.
The name, double eleven, is something of a misnomer as over the years it has grown to sprawl over more than just a few days, or few weeks. For example, as at today, the festival is strictly speaking, still 17 days away. Last Friday we noticed the JD and Tmall were already marketing selected goods as 11/11 specials – that just shy of 3 weeks afore the event.
It’s all about what they call pre purchase or pre ordering. We won’t go into details, but in short, it enables buyers to “get the drop” on their competing fellow shoppers by reserving goods and paying a non refundable deposit ahead of time. To put this into more graphic terms, double eleven is something like a shark feeding frenzy- and we have all seem video of that. The “pre booking” enticement is like adding more blood to the shark invested waters. It helps whip up more excitement or “fear.” Fear of missing out. And that is a real concern as in the past, there have been complaints re goods supposedly being on 11/11 unavailable on the day – sold out during pre booking.
This headline is an example of just how intense things can get;
China’s ‘Lipstick Brother’ Livestreamer Sells Record $2 Billion of Goods in One Day
You can find this covered by many organisations, we took ours from Bloomberg , but in a nutshell it involves one of China’s top rating “Live Steamers” Li Jiaqi. He grew his reputation by live streaming himself as brand ambassador for various cosmetic firms, trying on their lipsticks. Hence his nickname.
Last Friday, October 22nd his pre sale double eleven show livestreamed on Alibaba’s Taobao online marketplace sold 2 billion US dollars, or around RMB 12 billion, with goods ranging from cosmetics to mobile phone accessories. That’s just in one day, 3 weeks before kick off. So, now maybe you are thinking you are in the wrong business?
What’s Live Streaming?
We end today with a video from said Alibaba Marketplace: How Chinese Consumers Shop Online – Cross-Border Commerce But, a word of warning. Before you dash into China with your “Magnificent Foreign Products” expecting hordes of frenzied shoppers to be screaming your brand name at the airport, throwing their underwear at you as you arrive – reality check. Despite the hype in the video, there are some excellent, world class quality products available in China at slightly less than premium price. You will likely be arriving to an extremely cluttered, busy and cut throat competitive market. Do your home work first.
Thanks for reading our China news, marketing, tech and social media article – we hope it was useful, relative, informative, valuable.
Then perhaps you may like to chat directly and personally with Everlyne?
But please, be aware of local (China) time when calling from overseas. Despite rumours to the contrary, Everlyne is human, not a bot, she do does eat, drink and sleep – sometimes.
Whatever your question re Chinese Business, Marketing Tech or Social Media, she will know the answer, or know someone who does! A brief intro below;
In 2003 Everlyne Yu co-founded WPBeijing Marketing Studio with Englishman Peter Bic, now known as Bic Brands.
She began Uengager, a company focused on customer engagement, as a SaaS MarTech company in 2017.
Hello, Nihao, I’m Everlyne
I love to talk about and help people understand the amazing ways MarTech and SaaS can work to strengthen your business engagement with Chinese consumers.
I know you have questions or want to talk about your brand or business in China so please, drop me a line opposite. If you prefer live chat, call and talk to me live, in person direct.
Everlyne is also a key note speaker, lecturer and KOL on MarTech in China. She is CEO of Uengager, business development officer for Bicyu.
Everlyne hs been privileged to work with a variety of international organisations, from VW, Cushman Wakefield, Sodexo, Bristol Myers Squibb to local Chinese firms such as Midea, and OK Order.
If you’re looking for guidance, tips, advice on any aspect of starting or growing a business in China or training, coaching your existing China marketing team for excellence, be sure to check out Uengager. Home page and base for Everlyne Yu. Read her short bio – opposite left – or contact her direct – below – for a free, heart to heart chat.