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Alibaba's Annual "Singles' Day" E-Commerce Event: The Advertising Industry Scrambles to Respond
Alibaba, China's largest e-commerce company, will hold its annual mega-sale event "Double 11" on November 11th, known in China as "Singles' Day." Launched by the company in 2009, this event has grown into the world's largest e-commerce festival, attracting participation from global corporations. This year, it is predicted to surpass the record total transaction amount of $14.3 billion in 24 hours set in 2015. Large-scale promotions featuring celebrities such as Katy Perry, OneRepublic, and NBA star Kobe Bryant are being conducted for the event.
According to Ad Age, "Double 11" also has a significant impact on the advertising industry. Many advertising agencies operate on a 24-hour basis to manage advertisers' online stores, implement promotions, and respond in real time to the activities of competing brands.
At digital agency VML, 70-80% of its activities in China in the second half of the year are related to "Double 11". The company's CEO, E-Chang Tai, emphasizes that "when it comes to marketing campaigns in China, the first question is whether to promote e-commerce."
Humphrey Ho, who leads the Santa Monica office of Chinese digital agency Hylink, is busy handling clients in the US. "The advertising industry is forced to respond to 'Double 11' in the same way as the Olympics or major international sporting events. It requires live, agile measures, such as constantly adjusting messages while monitoring competitors' movements," he explains.
Search and Search also begins preparations for "Double 11" in July. Cyril Drawin, the company's Chief Commerce Officer, states, "For companies operating in China, participating in 'Double 11'—where a month's worth of sales is achieved in a single day—is non-negotiable. There are hardly any companies left that aren't involved." On the event day itself, they may operate on a 36-hour schedule, working alongside clients to manage the response.
Source: Ad Age
Alibaba's Huge E-Commerce Fest Has Changed the Game For Agencies in China
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