Four Months to Singles’ Day: Planning a Content Marketing Strategy for 11.11

Executive Summary

Singles’ Day, held annually on November 11, began as a festival of young Chinese people celebrating their pride in being single. Alibaba started promoting the day as a shopping day (now officially called the 11.11 Global Shopping Festival) back in 2009. Only 27 brands participated then, generating total GMV of $7.8 million. Last year, total GMV on Alibaba’s various platforms hit $30.8 billion, up 27% from the prior year and a whopping 252% CAGR over the past nine years.

Click here to read more Coresight coverage of Singles’ Day for the upcoming 2019 shopping event and prior years.

In our monthly reports counting down to Singles’ Day, we help retailers prepare for the event. In this report, we discuss the content marketing strategies on Taobao and Tmall.