{"id":8658,"date":"2021-10-05T07:30:48","date_gmt":"2021-10-05T07:30:48","guid":{"rendered":"https:\/\/focus.cbbc.org\/?p=8658"},"modified":"2025-04-23T09:50:17","modified_gmt":"2025-04-23T09:50:17","slug":"how-to-market-a-brand-in-the-run-up-to-singles-day","status":"publish","type":"post","link":"https:\/\/focus.cbbc.org\/how-to-market-a-brand-in-the-run-up-to-singles-day\/","title":{"rendered":"A beginner’s guide to marketing for China’s Singles’ Day"},"content":{"rendered":"

The priority for most brands as Q3 draws to a close is ensuring that plans have been finalised and locked in for Singles\u2019 Day. The shopping festival has now become a month-long opportunity to gain more traction through e-commerce stores, write Ryan Molloy and Frank Ren from RedFern Digital<\/a>\u00a0<\/span><\/h2>\n

There are three major components to Singles\u2019 Day<\/a> (falling on 11 November and also known as 11.11 or Double 11) that brands need to take into consideration: the pre-warm-up, the warm-up and the day itself. <\/span><\/p>\n

The pre-warm-up period involves trying to build brand awareness, increasing sales within your store and negotiating with the platforms for resources that can be provided to support traffic. Often brands will use social media campaigns to create noise and hype, as well as using live streaming<\/a> to ramp up sales. This takes place from early September until the first day of pre-sales.<\/span><\/p>\n

\"launchpad<\/a><\/p>\n

Pre-sales start on 20 October, and the first day usually brings strong sales and headlines from the larger live streamers. During this period, consumers will pay deposits for products that they will later check out if they still feel the same way towards the end of the pre-sale period. Most traffic is produced on the first and last days of the pre-sales period. Brands usually spend most of their time driving as much traffic as possible through in-app display marketing on platforms like Taobao and JD.com. Social media, although still useful in this period, loses its effect as KOLs cannot provide attractive enough VIP discounts since most products are already relatively discounted.<\/span><\/p>\n