GroupM 2019 Singles Day Global Shopping Festival overview

This GroupM report recaps the pre-sale, warm-up and breakout periods of key e-commerce players in China like Tmall and JD, who are seeking market growth from new users, new categories, new consumption occasions, and new content.
  • Enhanced content distribution strategies are seen throughout the consumer journey via celebrity endorsements, KOL live-streaming, and UCG communities.
  • This year’s 11.11 saw the players drum up their positions as the go-to platforms for new product debuts to generate more purchases. For example, based on the preference of the post-1995 generation for small appliances, Supor launched a cute Coco Pig induction cooker on Tmall.
  • All the platforms accelerated their efforts to expand their O2O retail networks. Severe competition in China requires acquisition of new consumers from competitors, and a more precise operation strategy to retain old consumers....

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