Daxue Consulting：2022年海外品牌“双十一”购物节指南（中译版）（37页）.pdf

1、The 2022 11.11Guidefor Overseas BrandsContentsWhats happening in this 11.113Where are the emerging opportunities14How to leverage 11.11 as a growth engine21Whats happening in this 11.11 2022 daxue consultingALL RIGHTS RESERVEDAlibaba 2022 11.11 CalendarOctober&November 11.11 2022 Calendar23rd24thPre

2、sale starts at 8PM25th26th27th28th29th30th31stFirst check-out period start at 8PM1st2nd3rd4th5th6th7th8th9th10thSecond check-out starts at 8PM12thRed envelopeGamification 2022 daxue consultingALL RIGHTS RESERVED11.11 is not just about promotion but a consumer engagement eventTmall and Taobao remain

3、the preferred platforms for brands in this years 11.11 festival while social E-commerce platforms are gaining in popularity thanks to their marketing potential31.76%23.36%24.29%13.11%14.12%Tmall/TaobaoDouyinXiaohongshuJD.comOther platformsPreferred platforms for brands to launch their 11.11 promotio

4、ns(2022)Source:PJ Daren survey of 107 FMCG companiesSocialcommerceplatformsontherisejoining the partyChinas competitive environment pushes brands to multiplytheir marketing and distribution channels.Social mediaplatforms that are offering an e-commerce portal such asXiaohongshu and Douyin are answer

5、ing this diversificationneeds.Taobao and Tmall leading the marketAlibabas EC platforms are still the go-to platforms forbrands and merchants to transform consumer awarenessinto customer loyalty.Given the platforms top consumermindshare and comprehensive infrastructure,it helpsbrands and merchants to

6、 build for long-term sustainablesuccess.5 2022 daxue consultingALL RIGHTS RESERVEDTeam up with platforms with strong customer loyalty to win 11.116The Alibaba ecosystem has over 1 billion Chinese consumers with diversified needs.The overall usage time and frequencyof Tmall and Taobao shopping also s