What is the double twelve party (or Double 12) in China?
Why companies who want to sell in China must consider the 12/12 holiday (one of the most important festivals of the Chinese promotional calendar, of which perhaps you haven't heard of) and what can they do to prepare for this day?
Less than two weeks after the end of Black Friday, China is celebrated the third shopping party: the Double 12, also known as Couples Day or 12/12.
Since 2011, the year of inauguration of this holiday, its importance has expanded, bringing many international brands to take seriously into account this date of the Chinese promotional calendar.
The origins of Double 12 (12/12)
The Double 12 was initially launched by Alibaba to promote Taobao as a means to promote small and medium sellers that were obscured by the promotions of the great brands during the Single’s Day (or Double Eleven).
It is not yet at the Single’s Day levels, but 12/12 is on the rise: it pushes more than 500 million customers to make purchases between 8 and 12 December each year and more than one million brands take advantage of the day.
One of the focal points is the offer of highly discounted items. A sort of Chinese version of Black Friday to understand us.
The Double Twelve precedes about six weeks Chinese New Year's celebrations and exactly like Black Friday, consumers take advantage of promotions to prepare for the late January celebrations and buy gifts.
How can Western brands prepare for Double Twelve?
For Western brands who want to enter the Chinese market, Double 12 is becoming increasingly a key event that must be taken into consideration in their marketing mix strategies.
The 12/12 favors medium sized brands, so you don't need to be a Pepsi or a Nike to gain visibility.
It's the perfect day for the companies that have lower budgets compared to the mainstream brands that dominate Singles Day and offers smaller brands the opportunity to get wide in terms of advertising visibility.
As with every marketing action, with thousands and thousands of brands competing for sales, you must study good strategy and planning to bring your brand to life: what channels are more efficient? Besides Taobao, can weChat and Weibo be interesting? Does it make sense to involve KOL?
Moreover, if you are at the first steps, it is indispensable locate your offers and ensure that the message and products are in line with the taste of Chinese consumers.
Always rely on market experts to avoid bad gaffe!