Singles’ Day in China

Singles’ Day, also known as Double 11 in China (or Guanggun Jie 管棍节 in Chinese), is the world’s largest online shopping event, surpassing even Black Friday in scale. 

For businesses aspiring to participate in this phenomenon, understanding the significance of this day is essential. Therefore, meticulous preparation is essential for any company that wants to capitalize on this unprecedented opportunity.

As the name suggests Double 11, this Chinese holiday is celebrated annually on November 11th, and it stands as the antithesis of Valentine’s Day. 

During this event, activities are arranged to provide individuals without partners an opportunity to meet potential matches. In China, numerous parties are organized exclusively for singles, explicitly excluding couples. However, the true reason Singles Day gained global fame is shopping.

The growing history of Singles’ Day Shopping Festival

Over the years, Singles’ Day shopping festival has undergone significant evolution. In 2009, the Chinese eCommerce giant Alibaba Group transformed this day into a shopping extravaganza, encouraging Chinese consumers to purchase gifts in the spirit of celebrating “singles day.”

By 2013, the sales figures during the Singles’ Day period had surpassed those of Black Friday and Cyber Monday, establishing it as the world’s largest online shopping festival. And in 2015, the event gained international recognition and was officially named the 11.11 Global Shopping Festival, becoming a holiday celebrated by traders and consumers worldwide.

Singles’ Day Shopping Festival Nowadays

Lately, the singles market in China has emerged as a burgeoning consumer segment, exerting a significant influence. With a staggering 240 million unmarried individuals and a thriving economy tailored to their requirements, comprehending this market segment is pivotal. 

This market primarily targets one-person households, considering them valuable assets within an expansive matchmaking sphere. This phenomenon is especially noticeable in urban regions, fueled by ambitious career pursuits and the elevated cost of living. Consequently, it has paved the way for fresh business prospects across diverse sectors, including lifestyle retail and online dating platforms.

The singles market in China exhibits unique spending patterns and consumer tendencies. Individuals within this demographic prioritize their personal well-being, convenience, and self-enhancement when choosing what to buy. 

This consumer group called the “singles economy”, is anticipated to significantly impact consumption trends in China. 

Moreover, one of the intriguing trends worth noting involves the differences observed in relation to age, gender, and location. Grasping these distinctions can enable a brand to customize strategies and approaches, effectively addressing the distinct needs and preferences of various demographics within the singles market in China.

Source: Protocol

Singles’ Day Opportunities for Brands

The Singles’ Day event has transformed into the world’s largest shopping extravaganza, both online and offline. 

This day offers brands a prime opportunity to showcase and sell their products. In 2022, Singles Day set a remarkable record, with sales reaching a staggering $157 billion. Over 260,000 brands participated, unveiling more than 1 million new products for the occasion. 

Among all these brands, major names like Nike, Unilever, Burberry, Valentino, L’Oreal and Tiffany have seized the opportunity to launch their own Singles Day promotions. 

For consumers, it presents a chance to acquire desired items at discounted prices. Simultaneously, for retailers and Western brands, it serves as a platform to gain visibility and capture the attention of Chinese consumers.

Key marketing strategies for a successful sale on Singles’ Day

How can brands best prepare for and address this global shopping event? Here are some tips to make the most of this event:

  • Collaborate with Key Opinion Leaders
  • Promote product discounts in advance
  • Increase customer loyalty through coupons
  • Promote brand and products through Chinese social media and live-streaming
  • Release new or exclusive products
  • Sell ​​products on Chinese platforms
  • Gamification and interactive experiences
  • Creating a personalized shopping experience

The Chinese singles market offers vast opportunities for both local and global brands. To thrive in this market, international companies should employ effective marketing strategies tailored to the specific audience. It’s essential to comprehend the preferences and behaviors of Chinese consumers, as well as their impact on market trends. This understanding is vital for capturing their attention and fostering brand loyalty.

Long Advisory digital marketing agency in China

Long Advisory supports Western companies in China through digital marketing. In fact, our experience has led us to believe that today, the best and most convenient approach to making your brand well-known in China is through a digital approach. Furthermore, thanks to our know-how, we know how to make your brand known to potential Chinese consumers. With the effective coordination of Long Advisory, your company will see a new rise in the largest market in the world: China.

Long Advisory is a digital marketing agency specializing in developing digital marketing solutions tailored for the Chinese market. 

Interested in expanding your brand in China? Contact us for more info and details at


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Over the years, Chinese preferences have undergone a transformation due to globalization and rising disposable incomes. Once considered a rarity reserved for special occasions,