3 weeks from China’s biggest Online Shopping Festival: 双十一 Double 11

    Few words about double 11 since 2009 became the most important online shopping festival in China. At first, it was created by eCommerce giant Alibaba (parent company of Tmall, Taobao, etc ) and it featured various products discounts with the excuse of giving more buying incentives to “single souls” (单身) in order to find their partners, since the November 11th is also the so-called “Single‘s Day” (光棍节). Soon after it rapidly became something way bigger.

Something more than just Shopping!

Do you want to know more?

Keep Following EGGsist Insights to discover more!

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3 weeks from China’s biggest Online Shopping Festival: 双十一 Double 11

China Golden Week

    China Golden Week is over and despite the normalization of covid-19 prevention and control measures, many Chinese are satisfied with how they spent these last 7 days of vacation.

    But does this general impression reflect the numbers? Although it may seem a cliché, but “the numbers don’t lie, and they don’t care about your feelings”.

    According to monitoring data from the Cultural Tourism China Data Center, the tourism market during this year’s national holiday has declined compared to the same period last year. The total number of people who travelled on railways, highways and through domestic flights across the country is estimated to be around 63.02 million, down 30.0% over the same period in 2019 and 3.1% over the same period. At Golden Week 2020.

    In addition, according to other statistics, during the national holiday (1-7 October), Chinese civil aviation carried a total of 9,291,400 passengers, with an average of 1.3 million passengers per day, almost 20% fewer. Compared to 2020; nationally, the number of domestic flights was 90,663 and the daily average is 12,952 flights a day, once again 11.27% lower than in 2020.

    The pandemic certainly played a key role in this decline, with a total of 682 million domestic tourists across the country in the seven days of Golden Week 2019, and domestic tourism revenue was 649.71 billion. In 2020, the country recorded 637 million domestic tourists and achieved domestic tourism revenue of 466.56 billion.

In the seven days of the Golden Week of 2021, a total of 551 million domestic tourists were received across the country and domestic tourism revenue was 389.06 billion. However, this reduction in consumption cannot be regarded as the decline in the level of consumption of the Chinese people but should be traced back to structural changes.

    Now let’s turn our attention to the e-commerce side. As people in today’s China can’t live without their apps, looking at the most common apps for payments and online shopping we can get a big picture of this year’s Golden Week performance from another perspective.

 Meituan released the “National Day 2021 Golden Week Consumption Trend Report”, which shows that the top 10 cities for food consumption during the National Day holiday this year are Chengdu, Beijing, Shenzhen, Guangzhou, Wuhan, Chongqing, Shanghai, Xi’an, Hangzhou and Changsha. Among them, Changsha is the newcomer this year.

Additionally, food-related consumer orders in Nanchang increased 128% year-on-year, the fastest growth rate among the country’s major cities. Last year, Wuhan, severely affected by the outbreak, grew 101% year-over-year.

    In conclusion, this year’s Golden Week by Chinese growth standards cannot be considered a success, but certainly the decline was lower than previously expected and this thanks to the buying power of Chinese consumers.

Keep Following EGGsist Insights to discover more!

#china #goldenweek #statistics #黄金周 #国庆节

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China Golden Week

白色情人节: White San Valentine’s Day

Do Chinese people celebrate just one #Valentine’s Day?

The answer, as many of you already know, is not really!
In fact, in China, there are six different occasions to celebrate lovers. Now, we are getting closer to another one: guess what it is?

…One little hint: today we’re talking about #白色情人节.

In Asian countries, 14th March, known as #White Valentine’s Day (or White Day), is an occasion for women to gift their male others.

There are several versions of the #holiday’s origin, which was firstly in Japan, in 1977 precisely, but they all more or less focus on creating a #festival to encourage consumption in the name of love.

At the very beginning, the festival has spread to South Korea and Taiwan. Then, it gained a foothold in mainland #China.

From that moment, loads of #brands have caught the opportunity that this gifting holiday offers, just as they did with Chinese Valentine’s Day Qixi.

This year, how did brands hit on a strategy to get more consumers?

Keep following us and don’t forget to visit our website (link in comment) to discover more about our services and launch your digital marketing campaign in China!

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白色情人节: White San Valentine’s Day

女王节 3.8 Queen’s Day

Before we dive into the marketing campaigns now live across various channels and platforms, it’s important to understand the context of International Women’s Day in China!

International Women’s Day has been recognized in China since 1949. But the day’s significance has moved away from female empowerment for the country’s e-commerce retailers over recent years – who brand the day asQueen’s Day’ or ‘Goddess Day’. Check this carousel to understand more 

Goddess Day 女王节 or Queen’s Day?

Every year, China celebrates International Women’s Day on March 8, but it has devolved into a prime time for online sales campaigns and advertising rather than a moment to celebrate the achievements of women.

In fact, 妇女节 (fùnǚjié) has become one of the most attractive national shopping holidays, also known as Goddess Day 女王节 or Queens Day

A pleasant excuse to 买买买 (buy)!

How eCommerce platforms react to this online shopping event?

Every major e-commerce platform and brand holds sales promotions to commemorate the occasion.

Why is it so important? Women’s Day kicks off the post-ChineseNew Year season and acts as a good barometer for consumer spending

Interesting to watch how Chinese marketplaces are supporting international brands in reaching Chinese consumers’ attention.
Digital red envelopes and live streaming format are a not-to-be-missed opportunity, one of the most popular forms of social commerce and consumer-facing digital innovations

Most of them put a strong effort into exclusive membership plans to build platform loyalty and give their members even more benefits. It is the case of @Secoo, which offers the opportunity to receive a cashback of 300 yuan after total spending of 2000yuan

Secoo Membership exclusive activities & Live-streaming sessions with promo coupon

Eager shopping consumers have also the chance to join thousands of live streaming sessions hosted all around the globe and purchase their most wanted items.

It all started with pre-sale activities!
On the Tmall pre-sale activities were officially rolled out on March 2nd

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女王节 3.8 Queen’s Day

What does it mean to be born during the Ox year?

The Ox year is coming next week! Here’s just a brief cultural insight. Chinese zodiac signs tell a little about your personality, love, careers, and more. Let’s discover what does it mean to be born during the year of the ox.

If you are born, for example, in 2009, 1997, 1985, 1961, your sign is Ox.

You are honest, and you do not like to be at the center of attention. Besides, oxen feel a great responsibility towards their family. 

You are kind but, you can’t be persuaded very easily. Before taking action, you normally need to plan carefully: that’s why your sign is linked with the concept of success.

Do you recognize yourself in this description?

The Chinese zodiac is fundamental when it comes to communication and marketing, and launching your Chinese New Year related campaign can be your key strategy to increase your brand loyalty.

If you want to learn more about China and Marketing, dive into our insight page and get up to date with the latest trends.

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What does it mean to be born during the Ox year?

3 secret to getting prepared for the year of the ox

Chinese New Year is fast approaching. In less than one month will start the Ox year (牛年) and we’ll say goodbye to the little mouse (鼠鼠). Here are three key things to watch to getting prepared for this CNY 2020.

Niche brands

Being a small brand could be an initial obstacle, but recent research has shown that this could be a strength when considering to approach a new market.

The word #小众  (Xiǎo zhòng, niche) have been searched over one million times on RED Chinese equivalent of Instagram and now Chinese users are eager to discover new brands and unique yet more distinguishable products.

Social Commerce

It’s not a secret that social media are great to promote products or brands, and eCommerce is great when it comes to selling. What about if we combine them both?

 Say hello to social commerce!

iiMedia Research have predicted that in 2022 social commerce will impact for over 300 bn US$ (273 GBP), and more recommendations will come through interactive media. That’s why in order  to succeed, brands  presence in major Chinese Social network such as WeChat, RED or Douyin is simply quintessential!

One of the most well known social commerce platforms is Little Red Book, born as a platform where users shared reviews on all sorts of things ranging from clothes to food to tourism, it has since delved into the world of social commerce as users can find out about products and purchase them directly on the app.


Fintech is  growing with a predicted value of about 310 bn US$ (230 bn GBP), and a big innovation comes with Alipay superapp . From the fintech world the app has evolved as a digital lifestyle app and with new services such as Huabei, CBEC solutions and livestreaming has made it simple to pay instalment and attract many new customers using digital marketing tools.

This is just a little part of our report about new marketing strategies to enter chinese market, such as taking advantage of Chinese commercial and traditional festival sales momentums.

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3 secret to getting prepared for the year of the ox