6 Marketing Strategies to Drive Sales on Double 12: the Shopping Holiday after Alibaba’s Double 11

What is Double 12?

Double 12 grew out of Singles Day, which is very much the dominant sales date in China, but important for advertisers perhaps with lower budgets than the mainstream brands who dominate Singles Day. Double 12 gives smaller brands a chance to get cut through in terms of advertising visibility.

What does this mean for Western Brands?

Double 12 favours mid-sized brands, so you don’t need to be a Pepsi or a Nike to gain traction during 12/12.

6 Successful Marketing Strategies for Double 12

Part 1: Prepare for Alibaba’s Double 12

1. Preparation for 12/12 - Reputation & Credibility Management

Chinese consumers tend to do quite a lot of research before making a purchase online. In the months leading up to Double 12, you should ensure that your company has a positive brand image to foster trust among users.

Brands with no reputation at all need get to work on building social proof and building their brand to help Chinese customers make their decisions.

Simply putting out a few press releases or working with a few trustworthy KOLs can put your brand in a positive light and prevent any negative information from putting a damper on your sales. If there’s no information about your brand on the Chinese internet shooting off a press release or two can at least ensure that there’s some information about your brand in Baidu search results.

2. Preparation for 12/12 - Perfect Your Product Descriptions

Part 2: How to Drive Sales During Double 12

3. Flaunt Those Discounts!

This is one of the most common strategies for promoting your deals during the Double 12 festival. Most brands begin showing off their deals for the holiday nearly a month in advance to build excitement and get customers thinking about purchasing.

This simple method extremely effective because Chinese consumers have the tendency to make impulse purchases during the holiday.

While Chinese are traditionally research-driven in their purchasing behavior, large discounts encourage users to make impulse decisions for trial purchases.

4 . Offering Discounts in Exchange for Pre-Orders

5. Coupons, Coupons, and More Coupons

6. KOL Influencers and Targeted Advertising to Leverage Social Media

The ultimate goal of using social media is to find your target customers where they are. Brands should promote their offerings across various social media platforms and forums to reach out to their target audience in a way that shows they understand their audience.

Planning Ahead

As with any digital marketing push, it needs to be planned. Think integration, using multiple channels for maximum traction, tying in activity with a Chinese web site, RED, TikTok (Douyin), WeChat and Weibo, as well as Taobao.



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