November 11th to Chinese is well-known as the biggest shopping day on Tmall. Singles Day made history in 2014 by becoming the largest ecommerce holiday in the world, with record-breaking sales of $9.3 billion USD. The Alibaba-created ecommerce event has dwarfed other popular shopping holidays such as Black Friday and Cyber Monday in the U.S. which together brought in a total of $2.4 billion USD in 2014.
As more and more brands join Tmall, marketers have become interested on whether or not the luxury brands would also join Singles Day. The three most well-known luxury brands on Tmall are currently Burberry, Coach, and Hugo Boss.
Hugo Boss promoted its Boss Orange Tmall shop on Weibo (see below) when it first launched last November. This year, Hugo Boss officially joined Singles Day for the very first time to draw Chinese netizens’ attention. However, neither its Weibo nor its website posted any information about Hugo Boss joining Tmall’s biggest discount sales war.
Although it didn’t officially promote its Singles Day participation across its own social channels, Boss Orange advertised on Tmall’s platform, actively targeting Tmall’s large existing user base. Users could instantly check Boss Orange items under the Singles Day discount on both their desktop computers and Tmall mobile app. In fact, it’s interesting to note that 68.6% of 2015 Singles Day sales came from customers using their Tmall mobile app.
Competing with other luxury brands launching their ecommerce services (on their Tmall, brand website, and/or 3rd party platform), Hugo Boss chose to heavily rely on their brand website for online shopping. Its Weibo and WeChat are used for corporate information while its Tmall functions as a supporting online shopping platform. Check out our latest Hugo Boss digital report. You will find out how this German luxury brand communicates and engages their Chinese audiences and uses each of its digital channels.