Who is promoting Black Friday in China?

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Black Friday, one of the United States’ biggest shopping days and the beginning of the Christmas shopping season, showed a drop in sales revenues this year. According to ShopperTrak, the sales from offline stores dropped from $11.6 billion in 2014 to $10.4 billion in 2015. However, the good news is that online sales jumped 14 percent compared to last year, bringing $2.72 billion this year.

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Due to promotion efforts by Tmall and popular KOLs (key opinion leaders), Chinese netizens also engaged in Black Friday of 2015. American ecommerce giants even went as far as launching Alipay in order to facilitate purchase from Chinese consumers.

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As demonstrated by Hugo Boss‘s first time joining Tmall’s Singles’ Day this year, online platforms have become increasingly important in reaching Chinese consumers. The company’s investment in its online presence shows one way luxury brands can explore the vast and promising Chinese market.

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Social Brand Watch (SBW) is a collection of experts in digital, mobile and social media in China. SBW was created to complement Resonance's China Social Branding Report, a bi-weekly report focusing on modern marketing methods of the world's top brands in China.

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