Tmall Ecommerce Insights Report for Single Day 11.11- 2020
【Posted on: 2020 November】
The world’s largest shopping festival – Singles’Day has been ended in 2020, Chinese e-commerce giant Alibaba records 498.2 billion RMB (US$ 75.1 billion) in first post-virus Singles’ Day sales, beating 2019 high, and another giant JD.com reached 271.5 billion RMB (US$ 41.1 billion), up from 204.4 billion RMB in 2019.
In order to explore the marketing tactics behind Singles’ Day, TopKlout Index monitored and observed all major platforms and anchors during the Double 11 period.
Key Insights from the report:
- The two e-commerce giants, Tmall and JD.com, used short videos and talk shows to seize user psychology during the pre D-day session of Double 11 this year.
- Douyin and Kuaishou, two major short video platforms also participated in the event, cooperating with celebrities, KOL, and brands to conduct live-streaming, interact deeply with fans, and improve the atmosphere of e-commerce;
- Tmall moved 17 live-streaming rooms to the studio. The stage and the live- streaming room enabled two-way traffic, and entertainment experience and shopping experience can be enjoyed at the same time; Tmall cooperated with Jiangsu TV to connect celebrities, content and users to create an ecological evening party belonging to Kuaishou.
- On social platforms, celebrities and anchors attracted users and traffic through content on weibo, while Tencent helps brands expand their influence through its WeChat mini-program, WeChat video channel, WeChat store and other functions.
- It is an inevitable trend for live-streaming to sell goods. Content + e-commerce will bring ecological integration closer. Celebrities + anchors can increase topicality and create personal IP
- Generation Z user will be the main people leading the market.
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