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© ALL RIGHTS RESERVED - 2014 MAILMAN GROUP
11.11 双⼀一节
© ALL RIGHTS RESERVED - 2014 MAILMAN GROUP
Scoring Points on Single’s DayChinese Social Media Overview
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Introduction.
Though Single’s Day originated in the 90’s, it became a booming online shopping holiday through the Internet.
It has now surpassed the combined sales of both America’s Black Friday and Cyber Monday.
© ALL RIGHTS RESERVED - 2014 MAILMAN GROUP
The Numbers.
$9.3bin online sales from Alibaba
increase from sales in 2013
of sales from mobile devices
spent in the first hour of sales
61% 43% $2b
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Why football accounts paid attention…
Knowledge & Expertise | Show knowledge of the Chinesemarket and culture.
Potential Exposure | Catch the attention of China’s active1/2 billion internet users on one of the busiest days online.
Online Sales | Experience huge volume of purchases during the world’s largest e-commerce sale.
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Tottenham Hotspur
WeChat contest in the week before Singles Day to win a Spurs gift bundles: 250 Engagement
Free delivery to China on purchases from the official global store.
Weibo contest on Singles Day to win a Spurs away jersey: 1,000 Engagement
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Liverpool FC
11 mini-contests published throughout the day on Sina Weibo. Contest were posted at one-hour intervals starting at 11:11am:
1,300 Engagement
Discount prices for all products from their official China store.
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Bundesliga
Weibo campaign in the build-up to Singles Day with a signed jersey and Bundesliga gifts to be won:
400 EngagementWeibo contest with a Bundesliga shirt to be won on Single’s Day:
150 Engagement
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Insights.
Out of the 30 active clubs online, only 8 accounts ran online promotions or directed fans to their online store.
This highlights the missing link between accounts that are actively engaging with their fans audience and those who are merely translating global content: cultural awareness.
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