What To Expect On Singles’ Day 2022
Entering its 14th year, how will we see Double 11 (aka Singles’ Day), the world’s largest online shopping festival, evolve? We expect to see a few key changes.
From Intense Promotion To Focusing On Content
For the first time, Alibaba’s Tmall shortened the promotion period by slightly delaying the presales start date to October 24 from 2021’s October 20, followed by two sales periods: October 31 to November 3, and November 10–11. On the other hand, JD.com introduced a new sales period, which they termed “Zhong Cao” (planting of grass) ahead of their regular presales period. Zhong Cao describes the effect of online content (such as the recommendations from influencers) that causes consumers to have the urge to buy a product, like planting a seed in their mind. Livestreaming sessions from brands and influencers are typical Zhong Cao content.
This year, both Tmall and JD.com have simplified their Double 11