Chinese shopping festival 2019

October 7th, 2019

Double 11 shopping festival marketing strategy by Red Digital Lab.


If you operate Chinese e-commerce, you will know Double11 (双十一) Tmall shopping festival is round the corner… what are you waiting for? Read on for a Double 11 marketing strategy below!

  1. Sept: The key period for gaining brand exposure and recognition, activating consumers who will potentially convert during the Chinese shopping festival in November.
  2. Oct: Use soft marketing means (e.g. (种草), such as inviting KOL, Internet Celebrity to endorse products.
  3. Late Oct and Nov are for pre-sale and remarketing that target your old customers (e.g. give discounts).
  4. Nov 11 is a Monday. Make sure to monitor web traffic especially in the first hour of sale.
  5. After Nov 11: Review your performance on Nov 11, and plan the strategy. Double 11? Comment below!