Singles’ Day: merchants boost online content to entice buyers, drive e-commerce sales

Online campaigns now offer a mix of promotions, user-generated social media content, live-streaming sessions, gaming features and influencers

The trend shows how China’s e-commerce market, the world’s biggest, is evolving and becoming increasingly sophisticated

Reading Time:5 minutes

More online merchants and brands will operate their own live-streaming channels via Taobao Live as part of this year’s Singles’ Day campaign of e-commerce giant Alibaba Group Holding. Photo: AP

Published: 12:15pm, 10 Nov 2020Updated: 11:05pm, 10 Nov 2020

In the middle of China’s busiest shopping season, content is king for merchants on some of the retail industry’s biggest online platforms.

Joyce Xiang, who works in the finance sector in Beijing, was previously reluctant to buy from live-streamers. Her attitude changed when she recently started following China’s top live-streaming influencers, Li Jiaqi and Viya Huang.

“[The products] are relatively cheaper in Viya’s live-streaming shows, but I often cannot get them because the inventory moves fast,” the 32-year-old Xiang said. She has already made over 50 orders for skincare products from Viya’s channel, as well as clothes and other daily necessities on Taobao Marketplace during the site’s Singles’ Day presale period late last month.

Xiang is among the millions of consumers in China now caught up in the “I see, I like, I buy” lifestyle encouraged by merchants through their online content.

That is being driven by the ability of merchants, both big and small, to push a rich blend of online content – called “shoppertainment” – designed to attract and engage more users during China’s annual Singles’ Day, held on November 11, as well as all year round.

Online influencer Viya Huang is known as China’s live-streaming sales queen. Photo: Handout

While campaigns are anchored on the specific products offered, marketing is enhanced with a mix of promotions, user-generated social media content, live-streaming sessions, gaming features and recommendations from influencers, among a growing array of content being incorporated by online merchants to ensure user stickiness.

Select Voice

Choose your listening speed

Get through articles 2x faster

1.25x

250 WPM

Slow

Average

Fast

00:0000:00

1.25x