7 Brands That Nailed It On Single’s Day
By Lata Raj • October 25, 2024 • 13 mins read
All my single ladies and gentlemen, are you ready for one of the biggest shopping holidays of the year? Single’s Day is just around the corner, and the holiday shopping spirit spikes with each passing Day. If you’re wondering what is Single’s Day? Well, it’s the day we celebrate singlehood and look out for the best singles’ day shopping deals.
Just like Black Friday and Cyber Monday is the biggest shopping event in the US, Single Day owns this title in Asia. This day gained prominence as an Anti-Valentine’s Day, a day to cherish being single and pamper oneself with crazy shopping deals. You may also know it as Bare Sticks Holiday, Single Sticks Holiday, or 11/11 Holiday.
For those who aren’t aware, Single’s Day dates back to 1993; a group of students from Nanjing University, China, was the first to come up with this Chinese Holiday. This holiday teaches us to take pride in being single. Single’s Day is quite a popular holiday in China and is gradually becoming prominent in the West.
Each year November 11 is celebrated as Single’s Day. This particular date is chosen because 1111- four single sticks are standing together. Thus, Single’s Day is also popular by the name Single Sticks or Bare Sticks Holiday.
Single’s Day- Now A Global Shopping Festival
In recent years, Single’s Day gained immense popularity around the globe. Both marketers and customers look out for this festival as it caters to a large section of our society.
Single community worldwide looks forward to this shopping bonanza as it comes up with lucrative deals. These shopping deals are not only eye-catching but also like never before.
Brands save their best deals for this day as customers are active while indulging in self-pleasure. Most brands now use E-Commerce services to target their audience and make customers aware of their upcoming holiday discounts.
It’s one of the biggest holidays in China, where every brand makes its presence with its best deals.
Earlier, this Anti-Valentine’s Day was a 24-hour shopping festival in China, but it is now a global saga and is celebrated over a week.
How Ready Are You For This Single’s Day?
Looking at the statistics of 2023’s sales during the Single’s Day festivity, China’s 1111 festive bonanza wrapped up with $156 billion in gross merchandise volume. Alibaba and its major rival, JD.com, reclaimed their positions as leading sellers, proving their dominance in the market.
The COVID situation didn’t touch the zeal of this community, which splurged during this time of the year. Global brands such as Adidas, Nike, Burberry and many others are now joining the Single’s Day shopping festival bandwagon and planning for this year’s marketing campaigns.
If you aren’t sure how to plan and proceed, we offer a helping hand. We have tapped into seven brands that made waves during 2023’s Single Day bonanza and got the best results with E-Commerce services.
Let’s take a cue from these amazing global brands, which made big impressions on Single’s Day 2023.
7 Brands That Nailed It On Single’s Day
1. Apple
Apple produces popular digital gadgets and has leveraged Single’s Day 2023 to boost its sales in the Chinese market. It marked a crucial segment for the tech giant because of the total revenue generated.
Strategy
Apple collaborated with Alibaba’s Tmall to offer exclusive discounts on its most popular devices like iPhones, iPads, and Apple Watches. They also utilized influencer marketing to create buzz around their products and introduced their products to the customers successfully.
The End Result
Apple saw a 40% increase in sales compared to Single’s Day 2022, with many of their top-selling products selling out within hours.
2. Nike
A prominent worldwide brand that enjoyed the Single’s Day festivity is Nike. One of the beloved sports brands that men and women equally love. Nike has consistently been one of the most successful brands during Single’s Day, and 2023 was no different.
Strategy
On Single’s Day 2023, Nike focused on its digital presence with the help of Social Media Marketing and E-mail Marketing. Nike offered an exclusive up to 50% OFF to all its members on Single’s Day. Hundreds of thousands of people signed up to avail of huge discounts. They also launched limited-edition products and personalized deals for loyal customers.
The End Result
This strategy helped generate sales and created a vast database for itself. Nike saw a significant boost in sales, with an estimated $1 billion in revenue from Single’s Day alone.
3. L’Oréal
Earlier, luxury brands kept their distance from such shopping festivals as they didn’t see opportunities, but Single’s Day 2023 differed slightly from others. As a leading beauty brand, L’Oréal took full advantage of the shopping fever on Single’s Day 2023.
Strategy
L’Oréal rolled out exclusive bundles and flash sales, with a focus on skincare and anti-aging products. They also utilized live-streaming to showcase tutorials and product benefits, which helped engage beauty enthusiasts.
The End Result
L’Oréal’s sales skyrocketed by 60%, making it one of the top-performing beauty brands during the event.
4. Adidas
Adidas is the largest sportswear manufacturer in Europe, and the second largest in the world, after Nike. It has also stepped up its game during Single’s Day 2023 by capitalizing on the growing demand for athletics leisure and sportswear.
We all dream of having Adidas sportswear in our wardrobe, and Single’s Day 2023 gave us this fantastic opportunity. Let’s see how they channel the shopping madness on Single’s Day.
Strategy
Adidas offered deep discounts of 40% on popular items, such as sneakers and sports apparel, while promoting sustainable products. Their collaboration with influencers and athletes further boosted their brand visibility.
The End Result
Adidas saw an impressive 35% year-on-year increase in sales, with many of their eco-friendly products gaining significant traction.
5. Huawei
As one of China’s top tech brands, Huawei used Single’s Day 2023 to showcase its new product line and regain its position in the market.
Strategy
Huawei offered early-bird discounts of upto 47% and exclusive offers on its latest smartphones and accessories. They also hosted virtual events where consumers could experience their products through interactive demonstrations.
Social Media Channels like Facebook, Twitter, Instagram, Pinterest, and Weibo helped with communication and announcements of their latest products to the target consumers.
The End Result
These social media channels became the bridge between Huawei and its customers. This direct communication helped them to enjoy great sales both online and through stores. Huawei reported a 50% growth in sales compared to the previous year, especially in the smartphone and wearable categories.
6. Estée Lauder
Estée Lauder focused on high-end beauty products during Single’s Day 2023, targeting luxury shoppers in China.
Strategy
The brand offered exclusive beauty sets and limited-edition items on Tmall. They also engaged top beauty influencers and utilized virtual try-on technology to enhance customer interaction. They offered free gifts with orders during Single’s Day 2023 to draw more customers.
The End Result
Estée Lauder’s sales grew by 45%, with strong demand for their skincare and fragrance products.
7. Xiaomi
Xiaomi is a consumer electronics and smart manufacturing company that sells smartphones and smart hardware. It is also known for its affordable electronics products and continued its successful streak during Single’s Day 2023.
Strategy Used
To make the best out of Single’s Day 2023, Xiaomi used Social Media to its advantage. Xiaomi launched several new products just before Single’s Day and offered deep discounts across its entire product range. They used live-streaming and flash sales to create urgency among shoppers.
Result Achieved
Xiaomi’s sales surged by 30%, with smartphones, smart home devices, and accessories being the top sellers.
Key Takeaways from all 7 Brands and their Strategies
All in all, these brands were highly successful in creating buzz and generating sales with good digital marketing campaigns. Rome was not built in a day; thus, a successful campaign takes months of hard work, research, and planning.
We’ll discuss the main strategies used by mostly all brands:
Social Media Marketing
This fast-paced world has got its customers hitched to the internet and social media platforms. From the search for a product to the purchase, everything takes place over the internet today. Social media has opened doors to E-Commerce like never before. Today, each small to medium luxury business enjoys its fair share of social media.
Social Media Marketing is no rocket science. It’s a trick and treat for customers who are clueless about their wants. Brands are getting more involved with social media channels to generate more sales and create awareness and brand image in the market.
From Estée Lauder to Nike to Xiaomi; all big shots dived into social media marketing through various popular channels. Each brand steeped into the mad race of Single’s Day sales by targeting and announcing through Facebook, Instagram, Weibo, Pinterest, etc.
These social media channels are the dominating ones in the market, which results in better revenue and future leads.
The above-mentioned seven brands witnessed a significant positive change in the following:
- Brand Awareness
- Customer Engagement
- Customer Growth
- Revenue and Sales
- Brand Image
- Customer Database
Click here to read: Expert Tips on Do’s and Don’ts of Holiday Marketing
Gamification
Brands also opened doors for new concepts like gamification. In gamification, brands create games to boost user engagement and maximize lead generation. These games are specifically designed keeping in mind the brand and its users. In 2023, Alibaba used the power of gamification to expand its user base and generate hundreds of thousands of sales.
They introduced interactive games and features within their shopping platform, such as lucky draws, virtual red envelopes, and tasks that allowed users to earn discounts, coupons, and rewards. This gamified approach kept shoppers engaged and motivated throughout the event, driving more participation and purchases.
Live Streaming
Single’s Day 2023 witnessed Live Streaming as a popular means of direct customer communication. Many organizations reached out to their customers using the power of Live Streaming via social media platforms. Loreal, one of the world’s most famous makeup and skincare brands, also joined the bandwagon and used it to its advantage.
They got famous actors and influencers who preached the importance of the Self-Love concept with the tagline, “You are worth it”. These actors discussed the products’ goodness and persuaded them to splurge.
E-mail Marketing
Another very commonly used marketing strategy during Single’s Day 2021. E-mail marketing helps businesses communicate better. Businesses regularly send these promotional e-mails to their potential customers. These e-mails may include announcements, schemes, sales, new ventures, etc.
During Singles’ Day 2021, many businesses pre-informed their customers about the upcoming discounts and other benefits. They use e-mail marketing as customers daily check their e-mails; thus, they can be well aware of what’s in store for them for this Single’s Day. Nike used personalization of e-mails during Single’s Day 2021.
This feature adds a sense of importance to the e-mails, and customers are thrilled to receive such e-mails. Thus, e-mail marketing is a great way to make way through competition during the holiday season.
Single’s Day 2021- All Hail to Digital Marketing Trends!
Single’s Day is one of the biggest festive holidays of the year. Each organization is trying its best to woo customers. Some are offering huge discounts, whereas some are offering free memberships.
We did some research and zeroed in on these mind-blowing trends that must be a part of your Single’s Day marketing plan.
Giveaways
One of the most successful trends of 2021 was that of Giveaways. It’s easy, quirky, and suits all budgets. This trend was well received by small to medium to large organizations. Large to medium organizations took assistance from influencers, whereas small businesses used less famous faces for giveaways. Giveaways not only boosted competition but also created a buzz around the business.
Instagram is a trendy choice of medium for giveaways. It enjoys a young and affluent audience, which is edgy and loves to participate in competitions and giveaways.
These giveaways offer a significant social media presence, help the business grow organically, and eventually lead to great sales.
Hourly Surprises
This trend is wooing customers all over the globe. It’s an easy trend wherein businesses bring in deals and discounts every hour (or every few hours). The companies play cleverly by keeping the maximum discounts and deals for the prime time.
This trend allows customers to visit your website for attractive discounts and new deals regularly. Hourly surprises create a good customer return rate and customer interaction ratio.
Coupons and Codes
Coupons and codes are a trusted trend to capture major customers and leads. Customers are sensitive to extra perks being offered by their trusted brands. Hence, businesses in 2021 provided additional codes and discounts to their single customers to join the fun of this festivity.
Some businesses also introduced referral codes to their single friends and family members to create leads and future sales.
Virtual Meet-ups
Another popular trend in 2021 was virtual meet-ups via various platforms. These virtual rooms were designed for the community. These meet-up rooms are specifically created to bombard them with Single’s Day sales and discounts on their products. Additionally, the members who joined the meet got additional perks like- free shipping, extra off, etc.
We hope these trends have sparked an idea within you for this upcoming holiday season. So, without further ado, you should start planning and preparing to make the most of this festive season.
Summing It Up
Suppose you are a bit skeptical about these trends and want to have a helping hand. Without any doubts, feel free to reach out to Mastroke. One of the finest advertising and marketing agencies, which caters to all problems with a positive mindset. The aim is to offer you solutions and growth for your future endeavors.
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