Reasons to Read

As part of our coverage of Singles’ Day 2020, we review the marketing campaigns that various brands and retailers launched on Alibaba’s Tmall platform to encourage consumer spending during the shopping festival.

This report covers three key themes across promotional strategies:

• Financial incentives—including specific strategy examples and use cases from Cartier, Elizabeth Arden and Microsoft
• Building loyal brand communities through chat groups and store membership—as employed by brands such as New Balance and Shiseido
• Livestream/influencer marketing—including statistics on livestreaming views and products promoted, with examples from beauty brands Estée Lauder and Whoo

We also present insights into learnings from Singles’ Day 2020 for future shopping festivals and opportunities in online retail in China.

Click here for all Coresight Research coverage of Singles’ Day 2020 and past Singles’ Day events.