Executive Summary

Every year, the popularity of the annual online shopping festivals of Internet giants Amazon, Alibaba and JD.com increases. Prime Day, Singles’ Day and 618 have all become very large events that have a significant impact not only on the retail industry as a whole, but also on the organizers and participating brands and retailers. This report highlights three key learning points for brands and retailers:

• The online shopping festivals represent huge opportunities for retailers and brands to raise their visibility and to increase conversion, whether they are participating directly in the shopping festival or are simply running concurrent promotions.
• For the participating brands and retailers, increased collaboration with the Internet giant running the festival is crucial to maximize visibility and to ensure they are not overshadowed by the large number of deals offered by other participating retailers.
• Retailers need to be able to accommodate the extra traffic generated during the shopping festival by investing in their IT and logistics infrastructure.