The record-breaking 213.4 billion yuan gave this year’s Tmall Double 11 a good ending. Some turned their attention to the performance of top retailers and wanted to check out what they did to achieve such success.
Double 11, named after Singles’ Day (or Bachelor’s Day) in China on 11 November, is the biggest shopping festival of the year. The magic cannot happen in one day. Let’s see the marketing tactics deployed by the top players for Double 11.
Alibaba Taobao’s “Double 11 Partner”
Alibaba created new gameplay for social marketing, that’s Taobao “Double 11 Partner”. Alimama, Alibaba’s big data marketing platform, supported this with data and 3 million Taobaoke (affiliates). Under “Double 11 Partner” program, anyone could be a Taobaoke.
From October 20th to October 31st, as long as consumers set up the “Double 11 energy PK team” or was invited to one such team, what he need to do was to encourage others to like it. If his team wins, he will get a specific bonus. For instance, 100 energy points could exchange for 1 yuan.
Either inviting others or liking other teams, users connect to the gameplay of energy for red envelope. The gameplay is everywhere in Alibaba-affiliated apps and channels.
Red envelopes are gifts presented at social and family gatherings such as weddings or holidays such as Chinese New Year. The red color of the envelope symbolizes good luck and is a symbol to ward off evil spirits.
Users can generate energy points in all related apps, even in the offline Hema grocery/restaurant stores. All energy points made will become red envelope for shopping on the very day of Double 11.
Such gameplay not only brought traffic to Alibaba, more importantly, it also integrates all channels and makes them connected. In this way, Alibaba knows its consumers better.
Luckin Coffee sold 5.15 million cups of coffee by sending coupons
Consumers can get two coffee coupons after buying one coffee, which means they can get three coffees at one coffee’s price.
Luckin Coffee attracted lots of new consumers. It worked exceptionally well among the white collar who are likely to invite others to buy together to get more coupons and waive delivery fees. And, it also retains existing customers at the same time.
Driven by this marketing strategy, Luckin Coffee successfully sold 5.15 million cups of coffee on Double 11.
Weilong, a snacks brand, taking advantage of Tmall marketing tactics
Weilong took advantage of Tmall’s promotion for Double 11 “50 yuan off 400 yuan purchase” to make itself a good option when lots of consumers’ total purchase order didn’t reach 400 yuan.
It specially arranged an exclusive landing page for this promotion tactic making it very easy to be understood and adopted by online shoppers.
Viya, the top Taobao host socialized Taobao
Online celebrities’ Taobao shop has become an important force for Double 11.
The 33-year-old top Taobao streaming host Viya has 3.67 million followers on Taobao. She earned 30 million yuan last year, the number 1 host of Taobao. A week right before Double 11, Viya did one live streaming every day. On average, she introduced 60 products in every live streaming.
Besides live streaming, Viya also took advantage of Weitao, Tik Tok, and Weibo to make a 1,000 must-buy lists for her followers. She also interacted with her followers to choose a special one who wins the online lottery and gets a million yuan valued prize, sponsored by 100 brands.
Related eBook: 7 lessons from Double 11 marketing campaigns