China’s online discounting frenzy spurs marketing push

One of the biggest days in China’s e-commerce calendar kicks off today.

Called Singles Day, the online shopping festival will see retailers spend heavily on marketing to alert consumers to deals and clear their inventory for the year.

The event has been initiated by Chinese e-commerce giant Alibaba, and retailers pay to participate in the event, offering consumers heavily discounted goods.

Hugo Chan, executive director at We Digital, an arm of We Marketing Group, told Mumbrella: “It’s a crazy day for marketers. A lot of energy goes into Singles Day to make sure consumers choose one store rather than another.”

“Although they have to pay Alibaba to take part, most retailers will sign up otherwise they will lose market share,” he said.

Most offline campaigns carry QR codes that lead consumers to deals online, while retailers have been mining their social media networks to lead their followers to deals.

Last year, Singles Day generated RMB100m in transactions 20 seconds.


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