Deep Dive: Singles’ Day Shopping Festival 2017 Review Survey
Singles’ Day has grown to become the single-most significant online shopping day in China and the biggest shopping event globally. Following our Singles’ Day Shopping Festival 2017 preview survey in October, which detailed consumer sentiment and buying preferences ahead of the 11.11 event, we conducted a post-Singles’ Day survey to gauge shoppers’ satisfaction with key retailers in China. We detail our key findings in this report.
- Alibaba’s two main marketplaces Taobao and Tmall continue to dominate Singles’ Day sales, but JD.com is gaining traction. While nearly every survey respondent said they shopped on Taobao or Tmall during this year’s 11.11 event—with an impressive 74% saying most of their money was spent at either one of these marketplaces—it is interesting to note how quickly JD.com is making its mark. Some 65% of survey participants said they bought on JD.com, with 19% saying they spent the most there this year.
- In terms of overall customer satisfaction, Tmall and JD.com scored well, while Taobao lags behind. Tmall tops the league with a Net Promoter Score (NPS) of 30, higher than both JD.com at 24 and Vipshop at 9. Taobao, however, fared poorly with an NPS in negative territory, at (7).
- Survey participants scored Tmall and JD.com well on product quality, which, according to our analysis, is the ultimate driver of customer satisfaction. In terms of
delivery speed, JD.com outperformed both Tmall and Taobao, however, our survey results show that this factor has less impact on customer satisfaction.