Single’s Day: The World Tour in 80 billion Purchases

Have you ever heard of Singles Day?

No, we are not talking about February 15, the day when lonely hearts are used to make the way to sweetened couples giving themselves some touch after Valentine’s Day, but of November 11.

Single Day, also known as Single’s DayIt is a holiday born in China 30 years ago to celebrate the pride of “soli by choice”. With the passing of decades and the advent of e-commerce platforms, however, it has become a real international trade event, until it becomes a real international trade event. the most profitable shopping day in the world.

In this article we will discover together the origins of this unique holiday, the record figures that total and some of the best strategies to exploit its popularity for your business.

SUMMARY

The rematch of lonely hearts: the origins of 11/11

Once upon a time there was a group of young people who could not have been able to make a breach in the heart of the other sex, ran the year 1993 at the University of Nanjing and discontent began to be felt, so that among the corridors began to serpeggiare a revolutionary idea:

“The New Valentine’s Day solo, and also this year I have received no gift.”

“Whosoever you say, I have been waiting to go to sushi in that chic restaurant in the center, but I have no one to go with... almost there I go on my own”

“The hell are the sweet little couples, if no one gives us a gift, let us do it ourselves!”

“You guys are right! We should celebrate our freedom, celebrate the pride of our people

single...by choice, you mean!”

“Yes! We set up a whole day for us, in which we can give ourselves all the fuss we want. We deserved it!”

“But when?” “11/11 would be perfect. It is composed of all numbers 1, like us.”

On that cold winter day of over 30 years ago no one could suspect that behind a tent in the remote corner of the classroom there was Jack Ma listening, CEO of the Chinese giant Alibaba, with his hands junta and a grinning face...

Okay, maybe we got a little poetic license, but we like to imagine it's been like this.

Buy that passes you: The numbers in the world of e-commerce

Whether the origin of Single’s Day is really so romantic or just a commercial find will forever remain a mystery, but what is certain is the popularity it has got.

Despite the trend that has started from China, this particular holiday has soon spread throughout the world, so much so that even more famous international shopping events in the Western world have been overcome, as well as the Black Friday and Cyber Monday.

According to data from State, in 2021 sales on the Alibaba e-commerce platform exceeded 84 billion dollars, a record figure compared to Amazon's 10 billion Prime Days and the overall 38 billion Black Friday and Cyber Monday on other US platforms.

Okay, we know what you're thinking. But if I don't sell my products on Alibaba and I don't turn to the Asian market, is this holiday really so relevant to my business?

The answer is yes! And according to the data will be more and more! Despite the Singles Day has not yet reached the same popularity that it holds in Asia, the figures in the European market are particularly encouraging.

According to a further survey reported to 2020, in fact, the interest of European buyers is constantly increasing. With an expense equal to £1.4 billion, the UK is the first among the 11/11 fan countries, followed by Germany, France and Italy.

In short, Singles Day will never kick off Christmas sales, this is certain, but it can become a further opportunity for companies interested in expanding their range of action abroad, as well as a great test ground to test the consumer’s interest in their offers, even in view of the December holidays.

5 strategies to exploit Single Day

As anticipated, taking advantage of the growing popularity of Single’s Day can be the right move to attract an international audience, even for companies that do not aim for the Asian market.

Here are 5 passionate tips to help you to break in the hearts of... lonely hearts:

1. Offer crazy discounts

As for Black Friday and Ciber Monday, the mood of buyers on this day is: “Al

The biggest platforms are competing to offer the best promotions and entitle customers to purchase impulse, the usual 10% discount for new members.

It may not be enough to disembark the competition.

2. Point on themed products

Sure, 11/11 no law prohibits access to e-commerce platforms by

Happy couples, but proposing some themed products to celebrate love could be the right strategy to conquer all those happy and proud singles to be.

3. Invest in ad hoc marketing campaigns

As for other holidays, this day the competition is very high and invest in

but do not fear, the fact that the research results are almost mandatory.

Single Day is not yet super popular in Italy plays your advantage! Do as Jack Ma, educate your audience to your crazy discounts, and you will see that every year after Halloween the first thing customers will think about will be visiting your site.

4. Highlight your reviews

It is true, during flash promotions many users purchase impulsively, like that

when, taken by enthusiasm, you bought an inflatable pool at a price ragged

forgetting that you don't miss a garden... However, online customers are increasingly

demanding and offering a quick access door to reviews can be the last step

fundamental to make a breach not only in the hearts, but also in the minds of buyers.

5. Suffer land for the coming holidays

Finally, as anticipated, exploit the growing popularity of Singles Day for

launch your best offers can be a great strategy to tastare the land in sight

The new product likes? Can I manage all the requests?

Thanks to the monitoring of your site activities, you can also launch campaigns

retargeting ad hoc to invoke users who have not finished the purchase.

Single country you are going to find: The importance of the study of

market target

We at Mallei never get tired of repeating it: the first step for a strategy

effective internationalisation is a in-depth study of the target market.

Because every country is different, and consumers of each market have different needs and habits. Ignoring these factors can lead to real international figures, as we teach the exhilarating examples shown in our recent article: International marketing and Product Perception: how to avoid flop in a new market.

In this article we have talked about the Single’s Day, which was born in China, the most popular one on the international level and with figures from the top, but in fact this consumerism in November takes completely different forms (and names) in other Asian countries.

Sure, at the end the result is always the same: to melt 11 months of salary in dubious products usefulness to celebrate love towards themselves. Japan and South Korea, this day is actually dedicated especially to other, that is to eat chili and chocolate chili.

Thanks to a very abrupt commercial move of Asian colossi Lotte and Glico, the producers of the famous chocolate-covered sticks, starting from the 1980s on November 11 is known as “Pocky Day” in Japan and “Pepero Day” in Korea.

Why this date? Simply because the shape of the product is very similar to number 1. According to tradition, eating 11 packets of treats at 11/11 11/11 would make all girls slender and toned like the famous stick (Yes, in the 80s the body shaming it was still fashionable).

Although questionable, this commercial finding is very popular today and is proof of how much the perception of the product can vary from market and market, based on consumer habits and the culture of belonging.