Today, we take an in-depth look at Double 12 Day, also called Double 12 Shopping Carnival. It’s another large online shopping day in China after Double 11. During the event, the e-commerce platform, such as Taobao, Tmall and JD, etc., will give out tens of millions of coupons as year-end gifts to consumers and will also introduce various preferential policies to consumers.
As an international company or an entrepreneur, there are six essential things about Chinese Double 12 Day you should know if your business wants to get a boost in China during double 12. Let’s dive in!
The Most Important Things to Remember About Double 12 Day
#1 – Confirm the Double Twelve Plan
Set online shop goals, and then think about a few questions: how much did your brand make last year? How much do you want to do this year in terms of marketing? Which products will support this year’s sales target? How much traffic do you need to generate sales? What are the best ways to get traffic? What percentage of paid versus free traffic do you currently have?
#2 – Get Familiar with Product Categories
Which products are needed to support the sales of the Double 12 Day Plan? According to product data, market trends, product prices, etc., determine the main core products, special activities, auxiliary products, and other products. Once you have a plan, you need to devise a target decomposition for each product in your inventory. After this, you’ll need to prepare and set deadlines for the start and end of the sale period.
#3 – Visual Communication Needs to Be Creative
Determine your Double 12 special copywriting, rules and gameplay, online decoration style, etc. What kind of atmosphere are you focusing on? What customer needs do you need to fulfill with the user experience? You’ll also need to go over the product details page and ensure nothing violates advertising laws. You’re not allowed to use unauthorized brand words, and you must also ensure that your promotional visuals are in line with advertising laws.
#4 – Leverage the Traffic from Other Platforms to Improve Your SEO
A key element to focus on for Double 12 Day is product title SEO optimization. You need to track promotional ads in real time and consider whether external, in-store, or bi-directional promotion will be the most beneficial option. Another great idea would be to devise an incentive plan for regular and return customers and send them special coupons ahead of the event.
Understanding the Importance of Double 12 Day in China
Double 12 was originally conceived for smaller brands that might have missed out on the benefits of Singles Day or Double Eleven Day. These days, the event sees upwards of 500 million customers shopping up a storm between the 8th and 12th of December every year.
One of the focal points of Double 12 Day is the massively discounted items on offer. Sales on this day have been linked to what’s called China’s version of Black Friday. Many companies have even started incorporating 12/12 into their 11/11 strategy. Chinese social media also rants about this event across the Asia-Pacific region.
Double 12 takes place about six weeks before the Chinese New Year celebrations. This gives the Chinese consumer market plenty of time to prepare for the gift-giving season. However, participation in Couple’s Day isn’t confined to Chinese merchants. Hordes of French, Australian, American, British, and South Asian brands also participate in this event by targeting Chinese consumers.
How Brands Can Prepare For Double 12 Day
China’s Double 12 day hasn’t ever achieved the prominence of 11/11 (Single’s Day). But it will become a more integral part of any brand’s strategy if they are looking at penetrating the Chinese market.
Like China’s 11/11 and America’s Black Friday have become household names across the world, so too will Double 12 Day. Perhaps it will one day rise to become a day that consumers from East to West mark on their calendars.
If your brand focuses on harnessing the power of Double 12 Day, you must localize your offerings. There is great importance in this step. Why? Well, since it ensures their message and products cater to the Chinese consumer market.
The Day Translations localization division has expert knowledge of the local market and sales figures. We have the in-country expertise to help you optimize your offerings. This helps ensure the Chinese market accepts it as local offering. Get in touch with us right now to learn more about our approach to localization or explore our variety of other language services!
Article by Alisa Zhang / Editor: Seldean Smith