Deep DiveSingles’ Day 2020: Analyzing Merchants’ Marketing Campaigns Coresight Research November 18, 2020 Reasons to ReadAs part of our coverage of Singles’ Day 2020, we review the marketing campaigns that various brands and retailers launched on Alibaba’s Tmall platform to encourage consumer spending during the shopping festival. This report covers three key themes across promotional strategies: Financial incentives—including specific strategy examples and use cases from Cartier, Elizabeth Arden and Microsoft Building loyal brand communities through chat groups and store membership—as employed by brands such as New Balance and Shiseido Livestream/influencer marketing—including statistics on livestreaming views and products promoted, with examples from beauty brands Estée Lauder and Whoo We also present insights into learnings from Singles’ Day 2020 for future shopping festivals and opportunities in online retail in China. Click here for all Coresight Research coverage of Singles’ Day 2020 and past Singles’ Day events. Already a subscriber? Log in You are currently viewing a preview of this report. Please select an access option to view the full report. Hide Options - Show Options + Get unlimited access to all our research with one of our subscription plans. View Subscription Plans or Contact us to purchase this report. Contact us ✕ This document was generated for Other research you may be interested in: Analyst Corner: Are You Ready for the Future of Physical Retail? Three Trends in US Retail Real Estate, with Anand Kumar1Q25 Retail Inventory Insights: Lean Inventory, Tariff Mitigation, Supply Chain AdjustmentsConsumer Sentiment Peaks Ahead of Singles’ Day—Then Stabilizes: China Consumer Survey InsightsUS Back to School 2025, Part 2: Where Consumers Will Shop—Opportunities with Higher-Income Shoppers, in Retail Media and on TikTok
