There has been a lot of talk about Double 11, the largest online shopping festival in the world, and how Alibaba Group smashed last year’s sales record on Singles Day. Following Double 11, the last major shopping festival of the year is Double 12. Have you ever heard of it? What do we know about it?
What is Double 12?
Initially launched by Alibaba on 2012 December 12th, Double 12 is a sales day grown out of Singles Day that mainly focuses on offline retailers and smaller brands. If Tmall has always been the star of the show on Double 11, on the other hand, Double 12 has been Alibaba’s way of promoting Taobao, Alibaba’s e-commerce platform for smaller businesses and C2C sellers.
The event was originally created to support e-commerce retailers selling off extra stock leftover from the Double 11 shopping festival. Over the years, the event has become a way to give smaller brands, that may have been overshadowed during Singles’ Day by larger brands, a chance to attract new customers and offer discounts. In fact, just like on Singles’ Day, retailers from China and around the world offer massive discounts for shoppers to take advantage of on December 12.
Double 12 is also heavily focused on O2O (online to offline) marketing and selling, making it a unique opportunity also for offline businesses to take part in the shopping holiday mania. Businesses of all kinds now participate in the event, including restaurants, retail stores, and more. Through integration with Alipay, consumers can easily use their mobile phones to search for details both online and offline and enjoy price discounts.
In terms of e-commerce, all the major Chinese e-commerce platforms take part to Double 12, including JD.com, Pinduoduo, Tmall, and Kaola. Overseas e-commerce platforms have also begun to participate in Double 12, like Lazada and Shoppee, both popular in South East Asia.
Double 12 Shopping Festival 2019 – Highlights
Why international brands need to take note of 12/12 in China? For retailers in the West dealing with the Chinese market, the rising of Double 12 is becoming a key event to integrate into the marketing strategy towards China.
Here’s a few key takeaways of last year’s edition of Double 12:
– Over a million merchants all over the world
– Over 110 million buyers
– Taobao and Tmall offered over 10 million products
– The group-buying platform Juhuasuan attracted over 5 million consumers, reaching a +41% YoY GMV in lower-tier cities
– Alipay partnered with local services platforms in Alibaba’s ecosystem to roll out the Double 12 Lifestyle Festival, which provided a variety of discounts through offline merchants
– JD.com saw strong consumption from lower-tier cities and high popularity of C2M (consumer-to-manufacturer) products during its 12-day shopping event
– Most of consumers were Millennials
– Most purchasing category: health-oriented products
With Alibaba once again smashing its records for Singles’ Day in 2020, it’s likely we’ll see growth in Double 12’s sales as well.
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