China’s Double 11 E- commerce Festival-
2021 Edition

August 4, 2022

By admin

Double 11, also known as “Singles’ Day” originated as a shopping festival first initiated by Alibaba in 2009. Since then, it has become the world’s largest e-commerce event, and a period of extreme competition for brands, social media, and e-commerce platforms. Let’s check out some of the adjustments made by e-commerce and social media platforms before the launch of this year 2021 edition of the festival.

Taobao’s Product Seeding machine (逛逛种草机):

“What should I buy during double 11?” is probably the question Chinese consumers ask themselves the most in this period of the year. From October 1st and until October 20th, the date at which Double 11 pre-sales phase start, a new content marketing tool has been implemented inside the Taobao APP, called Guangguang seeding machine (逛逛种草机) to help consumers answer that question. Guangguang is an already existing content channel where merchants, influencers, and consumers can publish short blog posts to recommend products. So, what difference does the new functionality bring to this channel then?

First, Chinese influencer content is more emphasized on the home page, and we have access to 3 types of trend ranking: by Topics, by Brands, and by influencers. The content is more focused on short videos and live-streaming, matching the current marketing trend of entertainment marketing.

Secondly, the experience is made more interactive for users with tasks to complete, like reading 15 posts or sharing a link to a friend, which will give you access to a lottery up to four times per day. A lottery that can reward coupons up to 49’999 CNY (~7760 USD) of purchasing power to happily empty your shopping cart.

Finally, a public benefit message is also associated with the activity, converting the “seeding energy” into support to the Asian Elephant population.

Taobao’s Senior-friendly mode(长辈模式APP):

Before this year edition of Double 11 festival, Taobao released an update of its APP on October 12th that include the new “Senior-friendly mode” (长辈模式). The mode simplifies the interface by removing many functions and contents less relevant to senior consumers while increasing the size of characters and making the voice search function easier to access.

This is a welcome move from the Chinese senior population that cited their difficulties to purchase online as one of their biggest concern.

Apart from impacting the display of information, the senior mode will also affect the product recommendations made by the application to better match the needs of senior consumers. We will have to wait and observe how this change impacts the consumption habits of the senior population and if it will lead to increased market opportunities, but for now, some obstacles remain in the purchasing process. They are still some part of the app that is not impacted by the resizing, such as written content on product’s page, but multiple solutions are already being beta tested by Alibaba’s team to solve the remaining issues.

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