Singles Day Will Be More than Just Online Shopping


Singles Day

When it comes to Singles Day in China, everyone knows this as the day in which online shopping is going to offer great deals. It is the time in which everyone seems to shop for whatever event that they have coming up, whether this is to celebrate the holidays, or simply because they like to privileged to an amazing deal. Either way, Singles Day is the day to shop online in China. However, things are going to be a bit different this year.

Online to Offline Shopping

Alibaba has set a new omni-channel strategy in place, in hopes of increasing online to offline shopping on Singles Day. Therefore, they are hoping to make this the biggest shopping day no matter what, not just an online shopping day. According to Alibaba’s President of China Retail Marketplaces, Jeff Zhang:

“Omni-channel retailing is one of the key initiatives for this year’s 11.11 global shopping festival. It marks our first step in achieving full integration of digital and physical commerce.”

Read how other companies are responding to the Singles Day online shopping plans of Alibaba with their own plans here

How Customers Will Benefit

So how are customers going to benefit from this new move by Alibaba? It will strictly mean that they do not have to go online to get some deals from stores. Instead, the physical stores are going to be offering the same prices. However, customers will find that in store inventory may not be as numerous as what they can find online. Customers are going to also see what Alibaba is referring to as ‘experience zones’ in which the product that the store is going to be pushing is out for the customer to try out. For example, a new type of makeup that hits the market may be readily available to try out before you buy.

Singles Day is Slowly Growing

Singles Day is probably the biggest online shopping event that China boasts throughout the year. In fact, the sales that were seen from 2014 Singles Day topped those sales that are seen in the United States on Black Friday, a similar shopping concept. For this year, Alibaba has stated that many companies will be participating in to their omni-channel strategy including the American skin care company, Estee Lauder, Mars the food producer and the Hong Kong jewelry chain Chow Tai Fook.

With the addition of the omni-channel strategy, Alibaba is hoping that this increases their profits from the last Singles Day. There are over 6 million products that are going to be included in the huge sale, thus there is bound to be something for everyone to find. Alibaba is head long into plans, including their gala that they are holding the night before Singles Day begins…it is quickly becoming a realization that Alibaba is set to win Single’s Day against this year, and with all their preparation the customers are the ones who will benefit.

About Author

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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