SlideShare a Scribd company logo
11.11 双⼀一节 
Scoring Points on Single’s Day 
Chinese Social Media Overview 
© ALL RIGHTS RESERVED - 2014 MAILMAN GROUP
© 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.
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
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
© 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.
© 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.
© 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
© 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.
thanks for listening ;) 
© ALL RIGHTS RESERVED - 2014 MAILMAN GROUP 
To learn more, please contact: 
info@mailmangroup.com

More Related Content

Viewers also liked

Anatomy of Various WeChat Hacks
Anatomy of Various WeChat HacksAnatomy of Various WeChat Hacks
Anatomy of Various WeChat Hacks
KAWO.com
 
Mailman Red Card 2013 China Digital Champions League
Mailman Red Card 2013 China Digital Champions LeagueMailman Red Card 2013 China Digital Champions League
Mailman Red Card 2013 China Digital Champions League
Mailman Group
 
WeChat API Intro
WeChat API IntroWeChat API Intro
WeChat API Intro
KAWO.com
 
Mailman Group Sports & Entertainment Representation in China Deck 2014
Mailman Group Sports & Entertainment Representation in China Deck 2014Mailman Group Sports & Entertainment Representation in China Deck 2014
Mailman Group Sports & Entertainment Representation in China Deck 2014
Mailman Group
 
WeChat Intro- WeChat Workshop 4/2/2015
WeChat Intro- WeChat Workshop 4/2/2015WeChat Intro- WeChat Workshop 4/2/2015
WeChat Intro- WeChat Workshop 4/2/2015
KAWO.com
 
Major League Soccer Chinese Social Media Popularity Report
Major League Soccer Chinese Social Media Popularity Report Major League Soccer Chinese Social Media Popularity Report
Major League Soccer Chinese Social Media Popularity Report
Mailman Group
 
Case Study on Chinese Social Media: Tottenham Hotspur FC
Case Study on Chinese Social Media: Tottenham Hotspur FCCase Study on Chinese Social Media: Tottenham Hotspur FC
Case Study on Chinese Social Media: Tottenham Hotspur FC
Mailman Group
 
Red Card 2016: China Digital Football Index
Red Card 2016: China Digital Football IndexRed Card 2016: China Digital Football Index
Red Card 2016: China Digital Football Index
Mailman Group
 
2017 Digital Predictions
2017 Digital Predictions 2017 Digital Predictions
2017 Digital Predictions
Mailman Group
 

Viewers also liked (9)

Anatomy of Various WeChat Hacks
Anatomy of Various WeChat HacksAnatomy of Various WeChat Hacks
Anatomy of Various WeChat Hacks
 
Mailman Red Card 2013 China Digital Champions League
Mailman Red Card 2013 China Digital Champions LeagueMailman Red Card 2013 China Digital Champions League
Mailman Red Card 2013 China Digital Champions League
 
WeChat API Intro
WeChat API IntroWeChat API Intro
WeChat API Intro
 
Mailman Group Sports & Entertainment Representation in China Deck 2014
Mailman Group Sports & Entertainment Representation in China Deck 2014Mailman Group Sports & Entertainment Representation in China Deck 2014
Mailman Group Sports & Entertainment Representation in China Deck 2014
 
WeChat Intro- WeChat Workshop 4/2/2015
WeChat Intro- WeChat Workshop 4/2/2015WeChat Intro- WeChat Workshop 4/2/2015
WeChat Intro- WeChat Workshop 4/2/2015
 
Major League Soccer Chinese Social Media Popularity Report
Major League Soccer Chinese Social Media Popularity Report Major League Soccer Chinese Social Media Popularity Report
Major League Soccer Chinese Social Media Popularity Report
 
Case Study on Chinese Social Media: Tottenham Hotspur FC
Case Study on Chinese Social Media: Tottenham Hotspur FCCase Study on Chinese Social Media: Tottenham Hotspur FC
Case Study on Chinese Social Media: Tottenham Hotspur FC
 
Red Card 2016: China Digital Football Index
Red Card 2016: China Digital Football IndexRed Card 2016: China Digital Football Index
Red Card 2016: China Digital Football Index
 
2017 Digital Predictions
2017 Digital Predictions 2017 Digital Predictions
2017 Digital Predictions
 

More from Mailman Group

Red Card 2017
Red Card 2017Red Card 2017
Red Card 2017
Mailman Group
 
Guide to the explosive growth of sport in china 2016
Guide to the explosive growth of sport in china 2016Guide to the explosive growth of sport in china 2016
Guide to the explosive growth of sport in china 2016
Mailman Group
 
China's Grand Slam
China's Grand SlamChina's Grand Slam
China's Grand Slam
Mailman Group
 
Top European Universities on Chinese Social Media
Top European Universities on Chinese Social MediaTop European Universities on Chinese Social Media
Top European Universities on Chinese Social Media
Mailman Group
 
Cialdini;s 6 Weapons of Influence
Cialdini;s 6 Weapons of InfluenceCialdini;s 6 Weapons of Influence
Cialdini;s 6 Weapons of Influence
Mailman Group
 
China social media trends 2012
China social media trends 2012China social media trends 2012
China social media trends 2012
Mailman Group
 
China Mobile Trends
China Mobile TrendsChina Mobile Trends
China Mobile Trends
Mailman Group
 

More from Mailman Group (7)

Red Card 2017
Red Card 2017Red Card 2017
Red Card 2017
 
Guide to the explosive growth of sport in china 2016
Guide to the explosive growth of sport in china 2016Guide to the explosive growth of sport in china 2016
Guide to the explosive growth of sport in china 2016
 
China's Grand Slam
China's Grand SlamChina's Grand Slam
China's Grand Slam
 
Top European Universities on Chinese Social Media
Top European Universities on Chinese Social MediaTop European Universities on Chinese Social Media
Top European Universities on Chinese Social Media
 
Cialdini;s 6 Weapons of Influence
Cialdini;s 6 Weapons of InfluenceCialdini;s 6 Weapons of Influence
Cialdini;s 6 Weapons of Influence
 
China social media trends 2012
China social media trends 2012China social media trends 2012
China social media trends 2012
 
China Mobile Trends
China Mobile TrendsChina Mobile Trends
China Mobile Trends
 

Recently uploaded

快速办理(worcester毕业证书)伍斯特大学毕业证PDF成绩单一模一样
快速办理(worcester毕业证书)伍斯特大学毕业证PDF成绩单一模一样快速办理(worcester毕业证书)伍斯特大学毕业证PDF成绩单一模一样
快速办理(worcester毕业证书)伍斯特大学毕业证PDF成绩单一模一样
9u4xjk4w
 
STUDY ON THE DEVELOPMENT STRATEGY OF HUZHOU TOURISM
STUDY ON THE DEVELOPMENT STRATEGY OF HUZHOU TOURISMSTUDY ON THE DEVELOPMENT STRATEGY OF HUZHOU TOURISM
STUDY ON THE DEVELOPMENT STRATEGY OF HUZHOU TOURISM
AJHSSR Journal
 
Dominate Reddit Discussions.............
Dominate Reddit Discussions.............Dominate Reddit Discussions.............
Dominate Reddit Discussions.............
SocioCosmos
 
The Impact of Work Stress and Digital Literacy on Employee Performance at PT ...
The Impact of Work Stress and Digital Literacy on Employee Performance at PT ...The Impact of Work Stress and Digital Literacy on Employee Performance at PT ...
The Impact of Work Stress and Digital Literacy on Employee Performance at PT ...
AJHSSR Journal
 
原版制作(Hull毕业证书)赫尔大学毕业证Offer一模一样
原版制作(Hull毕业证书)赫尔大学毕业证Offer一模一样原版制作(Hull毕业证书)赫尔大学毕业证Offer一模一样
原版制作(Hull毕业证书)赫尔大学毕业证Offer一模一样
7lkkjxt
 
Factors affecting undergraduate students’ motivation at a university in Tra Vinh
Factors affecting undergraduate students’ motivation at a university in Tra VinhFactors affecting undergraduate students’ motivation at a university in Tra Vinh
Factors affecting undergraduate students’ motivation at a university in Tra Vinh
AJHSSR Journal
 
HMS Facebook Stories All V1 06092024.docx
HMS Facebook Stories All V1 06092024.docxHMS Facebook Stories All V1 06092024.docx
HMS Facebook Stories All V1 06092024.docx
Charles Bayless
 
一比一原版(AU毕业证)英国阿伯丁大学毕业证如何办理
一比一原版(AU毕业证)英国阿伯丁大学毕业证如何办理一比一原版(AU毕业证)英国阿伯丁大学毕业证如何办理
一比一原版(AU毕业证)英国阿伯丁大学毕业证如何办理
anubug
 
UR BHATTI ACADEMY AND ONLINE COURSES.pdf
UR BHATTI ACADEMY AND ONLINE COURSES.pdfUR BHATTI ACADEMY AND ONLINE COURSES.pdf
UR BHATTI ACADEMY AND ONLINE COURSES.pdf
urbhattiacademy
 
Maximize Your Twitch Potential!..........
Maximize Your Twitch Potential!..........Maximize Your Twitch Potential!..........
Maximize Your Twitch Potential!..........
SocioCosmos
 

Recently uploaded (10)

快速办理(worcester毕业证书)伍斯特大学毕业证PDF成绩单一模一样
快速办理(worcester毕业证书)伍斯特大学毕业证PDF成绩单一模一样快速办理(worcester毕业证书)伍斯特大学毕业证PDF成绩单一模一样
快速办理(worcester毕业证书)伍斯特大学毕业证PDF成绩单一模一样
 
STUDY ON THE DEVELOPMENT STRATEGY OF HUZHOU TOURISM
STUDY ON THE DEVELOPMENT STRATEGY OF HUZHOU TOURISMSTUDY ON THE DEVELOPMENT STRATEGY OF HUZHOU TOURISM
STUDY ON THE DEVELOPMENT STRATEGY OF HUZHOU TOURISM
 
Dominate Reddit Discussions.............
Dominate Reddit Discussions.............Dominate Reddit Discussions.............
Dominate Reddit Discussions.............
 
The Impact of Work Stress and Digital Literacy on Employee Performance at PT ...
The Impact of Work Stress and Digital Literacy on Employee Performance at PT ...The Impact of Work Stress and Digital Literacy on Employee Performance at PT ...
The Impact of Work Stress and Digital Literacy on Employee Performance at PT ...
 
原版制作(Hull毕业证书)赫尔大学毕业证Offer一模一样
原版制作(Hull毕业证书)赫尔大学毕业证Offer一模一样原版制作(Hull毕业证书)赫尔大学毕业证Offer一模一样
原版制作(Hull毕业证书)赫尔大学毕业证Offer一模一样
 
Factors affecting undergraduate students’ motivation at a university in Tra Vinh
Factors affecting undergraduate students’ motivation at a university in Tra VinhFactors affecting undergraduate students’ motivation at a university in Tra Vinh
Factors affecting undergraduate students’ motivation at a university in Tra Vinh
 
HMS Facebook Stories All V1 06092024.docx
HMS Facebook Stories All V1 06092024.docxHMS Facebook Stories All V1 06092024.docx
HMS Facebook Stories All V1 06092024.docx
 
一比一原版(AU毕业证)英国阿伯丁大学毕业证如何办理
一比一原版(AU毕业证)英国阿伯丁大学毕业证如何办理一比一原版(AU毕业证)英国阿伯丁大学毕业证如何办理
一比一原版(AU毕业证)英国阿伯丁大学毕业证如何办理
 
UR BHATTI ACADEMY AND ONLINE COURSES.pdf
UR BHATTI ACADEMY AND ONLINE COURSES.pdfUR BHATTI ACADEMY AND ONLINE COURSES.pdf
UR BHATTI ACADEMY AND ONLINE COURSES.pdf
 
Maximize Your Twitch Potential!..........
Maximize Your Twitch Potential!..........Maximize Your Twitch Potential!..........
Maximize Your Twitch Potential!..........
 

Scoring Points on Single's Day

  • 1. 11.11 双⼀一节 Scoring Points on Single’s Day Chinese Social Media Overview © ALL RIGHTS RESERVED - 2014 MAILMAN GROUP
  • 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. 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. 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. © 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. © 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. © 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. © 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. thanks for listening ;) © ALL RIGHTS RESERVED - 2014 MAILMAN GROUP To learn more, please contact: info@mailmangroup.com