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Scoring Points on Single's Day

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Scoring Points on Single's Day

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Singles day in China falls on November 11 because of the number of 1’s in the date. Traditionally, the holiday is to celebrate singlehood, but through the Internet, has become the largest shopping holiday. Last year, the holiday set an online shopping world record, with China’s biggest online shopping company, Alibaba, processing over $5.75 billion in a single (pun intended) day. See what several sports brands have done to attract and engage netizens on Chinese social media

Singles day in China falls on November 11 because of the number of 1’s in the date. Traditionally, the holiday is to celebrate singlehood, but through the Internet, has become the largest shopping holiday. Last year, the holiday set an online shopping world record, with China’s biggest online shopping company, Alibaba, processing over $5.75 billion in a single (pun intended) day. See what several sports brands have done to attract and engage netizens on Chinese social media

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Scoring Points on Single's Day

  1. 1. 11.11 双⼀一节 Scoring Points on Single’s Day Chinese Social Media Overview © ALL RIGHTS RESERVED - 2014 MAILMAN GROUP
  2. 2. © ALL RIGHTS RESERVED - 2014 MAILMAN GROUP 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.
  3. 3. 61% 43% $2b © ALL RIGHTS RESERVED - 2014 MAILMAN GROUP The Numbers. $9.3b in online sales from Alibaba increase from sales in 2013 of sales from mobile devices spent in the first hour of sales
  4. 4. Why football accounts paid attention… Knowledge & Expertise | Show knowledge of the Chinese market and culture. Potential Exposure | Catch the attention of China’s active 1/2 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. © ALL RIGHTS RESERVED - 2014 MAILMAN GROUP
  5. 5. © ALL RIGHTS RESERVED - 2014 MAILMAN GROUP Tottenham Hotspur WeChat contest in the week before Singles Day to win a Spurs gift bundles: 250 Engagement Weibo contest on Singles Day to win a Spurs away jersey: 1,000 Engagement Free delivery to China on purchases from the official global store.
  6. 6. © ALL RIGHTS RESERVED - 2014 MAILMAN GROUP 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.
  7. 7. © ALL RIGHTS RESERVED - 2014 MAILMAN GROUP Bundesliga Weibo campaign in the build-up to Singles Day with a signed jersey and Bundesliga gifts to be won: 400 Engagement Weibo contest with a Bundesliga shirt to be won on Single’s Day: 150 Engagement
  8. 8. © ALL RIGHTS RESERVED - 2014 MAILMAN GROUP 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.
  9. 9. thanks for listening ;) © ALL RIGHTS RESERVED - 2014 MAILMAN GROUP To learn more, please contact: info@mailmangroup.com

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