Double 11 Online Shopping Festival Overview

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Key takeaways are as below:

• Alibaba Group’s Nov 11 global shopping festival has generated 498.2 billion yuan in GMV by end of Nov 11 with 26% YOY growth rate, while JD’s GMV topped 271.5 billion yuan, with 32% YOY growth rate

• Multiple immersive, interactive and personalized shopping on the rise, such as livestreaming and China-made brands on the rise . Taobao and JD livestreaming surpassed 100Mn. 81% of brands with over RMB 100 million GMV are China-domestic brands. Young people became consumption main force, they are chasing personalized and trendy style product.

• 3 “Super” 1 “New” to help gear up in consumers, products and digital place and breakthrough in ecommerce market. Contents like short-form videos and Omni-Channel form super place/marketing, supper supply of new product and hot sales product, personalized communication with the youth and lower tier cities, new platforms for EC.

• Data-driven, traffic integration, content & experience and advertising efficiency are the four key points for brands’ ecommerce marke ting . New online shoppers slowing growth, gamified and entertaining marketing becomes the key to fight for user eyeball. Data-driven integrated EC marketing is the key for success.

01

Tmall and JD.com shattered the record

Tmall generated overall RMB 498.2 billion GMV. Attracted over 800 million consumers，250000+ brands and 5 million stores. JD generated over RMB 271 billion GMV, with 32% YOY growth rate. 81% of brands generated over RMB 100 million GMV as China-domestics brands.

02

Multiple immersive, interactive & personalized shopping on the rise

30+ live rooms generate RMB 100+ million sales and JD livestreaming surpassed 100 Mn in 10 sec on Nov.1.Also post 90/00 became consumption main force, they are chasing personalized and trendy style product.

03

3”Super”1”New” to help gear up in consumers, products, digital community

04

4 key points for brands’ ecommerce marketing

As new online shoppers grew slow, gamified and entertaining marketing become the key to fight for user eyeball. For brands, how to achieve multiple scenario marketing?  GroupM Ecommerce Team proposed 4  key points: data-driven, traffic integration, content & experience and advertising efficiency

Data-driven consumer operation to boost business

From traffic operation only, as users’ operation plays critical role for business growth, brands need to traffic operation and consumer operation.

Traffic Integration: holistic planning of off-site and in-site traffic

Holistic planning for diversity traffic, leverage omni-channel traffic integration of paid media, organic/content, promotion traffic, off-site traffic and exchanged traffic.

Content & user experience drive purchase decision

Drive the platform traffic, stimulate livestreaming interaction and participation

Increase advertising efficiency to counter inflation and competition

Tmall & JD launches AI Paid Media Algorithm for new user acquisition.