Double 11 in November is the largest shopping festival in China and Alibaba promotes it with Tmall platform. Double 12, following Double 11 in December, is also an important annual campaign for e-commerce platforms.
Taobao started Double 12 and this year is the 10th year. It has a new proposition: strengthening the user's mind of Taobao Double 12 and expanding the brand influence.
If Tmall meets the rigid demand with online Brand Mall, Taobao is more like flexible shopping with "street shops".
For consumers, Tmall Double 11 is to meet everyone's pain points with high-end products, Taobao Creation Festival is to meet users' pleasant points with innovation and novelty, while Taobao Double 12 12 is just positioned somewhere in the middle, meeting users' "itch point" demand.
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