Singles’ Day 2019: Analyzing New Entrants, from Allbirds to Everlane

What's Inside

Following Singles’ Day on November 11, 2019, we discuss the new entrants to Alibaba’s e-commerce platforms, which participated in the shopping holiday for the first time this year. Looking to penetrate the China market, these brands employed different strategies to promote their products and engage with consumers.

This report covers the following key themes:

• The use of social media as a promotional tool, particularly in the beauty sector
• The trend in China of “consumption upgrade”, demonstrated in the parent-and-baby category
• The differing approaches of the personal care sector to product promotion, through price optimization and brand awareness
• The focus on consumer engagement by foreign brands—such as through interactive experiences

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