With digital advances offering even more ways to reach customers, Singles’ Day remains one of the most important events in China’s retail calendar. But with the US-China trade war leaving ripples, and broader economic disruption taking effect, what can businesses expect to accomplish by taking part in China’s largest online sale event this year?
As we did in 2018, AlixPartners has surveyed Chinese consumers to find out their attitudes and buying preferences regarding this important event. Here, we preview the consumer perceptions and behaviors that will shape this enormous sales extravaganza.
Four key trends became apparent, all of which are examined in detail in our report.
- Participation: still growing strong
As it celebrates its 11th year, the 2019 Singles’ Day 11.11 sale is expected to continue its growth trajectory, even as increasing numbers of consumers opt not to participate in the event
- Preferences: trade war causes conflict
Sales of foreign, non-US brands are expected to grow, but the trade war will impact US brands’ sales specifically
- Products: some familiar favorites
Consumer categories favor apparel, beauty and electronics – but demographics show interesting individual purchase intents
- Promotion: a growing stage for social and live streaming
Targeted e-coupons and banners still work, but new product launches and live streaming will heavily influence traffic and sales
"Consumers are no longer looking for out-of-style discount goods, but instead they expect new, relevant, quality products at a low price and good service – and they want to be entertained."
-Michael McCool, Managing Director, AlixPartners
Our survey results indicate that Singles’ Day will continue to grow and be even bigger than last year. Brands are frequently assessed by their success in this event, so they can’t afford to miss out on a substantial sales drive. Download our report for more in-depth analysis.
The opinions expressed are those of the author(s) and do not necessarily reflect the views of AlixPartners, LLP, its affiliates, or any of its or their respective other professionals or clients. This article regarding Retail phenomenon: What should businesses know ahead of Singles’ Day 2019? (“Article”) was prepared by AlixPartners, LLP (“AlixPartners”) for general information and distribution on a strictly confidential and non-reliance basis. No one in possession of this Article may rely on any portion of this Article. This Article may be based, in whole or in part, on projections or forecasts of future events. A forecast, by its nature, is speculative and includes estimates and assumptions which may prove to be wrong. Actual results may, and frequently do, differ from those projected or forecast. The information in this Article reflects conditions and our views as of this date, all of which are subject to change. We undertake no obligation to update or provide any revisions to the Article. This article is the property of AlixPartners, and neither the article nor any of its contents may be copied, used, or distributed to any third party without the prior written consent of AlixPartners.