Beyond Black Friday: How Asia’s biggest shopping day 11.11 has transformed global ecommerce

Source: Meltwater

 

Furthermore, integrating live-stream shopping events, in-app games, and payment promotions adds to the excitement. Consumers remain actively engaged and spend more time on platforms. Users are rewarded with exclusive deals for engaging with interactive features on the platform, fostering an environment where shoppers are continually enticed to add more items to their carts.

 

Shein, Temu, and the SHEGLAM effect

Several brands have successfully leveraged the potential of the 11.11 festival to expand their influence and achieve substantial growth. For example, Temu has established itself in the global ecommerce sector by capitalising on the resources and expertise of its parent company PDD Holdings. Temu bypasses conventional retail channels by delivering products from Chinese manufacturers to international clients through a direct-to-consumer (D2C) model and aggressive marketing strategies such as spending heavily on Superbowl commercials. These strategies enable the platform to provide exceedingly competitive products, expand its customer base, and establish a strong presence in relevant markets.

 

Adding to its already stellar image as a pioneer in the fast fashion industry, Shein has also used 11.11 to broaden its reach. With its innovative use of social media, leverage of global influencers, and knack for quickly adapting to emerging fashion trends, Shein has developed a shopping experience that encourages consumers to make purchases through attractive deals and promotions, catering to their desires to fit into cultural shifts.. 

 

SHEGLAM, Shein's cosmetics sibling brand, has also succeeded in the beauty industry by providing high-quality, affordable makeup that appeals to younger demographics. The brand maintains a strong social media presence with its fun collaborations with popular IPs such as those from Hello Kitty and Harry Potter. To add to that, its dedication to sustainability and diversity, as demonstrated by its extensive hue selection and cruelty-free certifications, has further enhanced its appeal, enabling it to continue expanding.

 

These brands are good examples of strategic tactics that may be used to attain success on 11.11. Through integrating fresh digital marketing strategies, listening to consumers, and providing attractive collaborations with brands and influencers, they are experiencing growth in the dynamic ecommerce environment.

 

The global future of 11.11

As noted above, 11.11 has also gained traction outside Asia, with Western markets gradually integrating this shopping festival into their retail calendars. Major brands like Apple, Nike, Dell, and retailers like Walmart and Nordstrom, are aligning their promotions with the 11.11 date to capture the holiday shopping momentum. For instance, Apple reported significant engagement in Southeast Asia, capitalising on 11.11 to drive sales of the newly launched iPhone 16. In the United States and Europe, the event serves as an "Early Black Friday," tapping into early holiday shopping trends and helping brands reach consumers eager for deals.

 

Originally a regional celebration, 11.11 has grown into a global event, setting new standards for digital retail. With the event's increasing influence, brands worldwide are adopting localised strategies to meet the diverse expectations of their global customers. As 11.11 continues to reshape retail, it offers brands an unprecedented opportunity to connect with consumers on a grand scale, redefining the future of online shopping.