11.11 Singles’ Day: How to Prepare for the Next Shopping Festival

Introduction

There are many ways to call it—the Chinese festival that every year, on November 11, celebrates single people.

Its original name is Guanggun Jie 光棍节, where 光 guāng means “alone” and 棍 gùn means “stick.” Combined, the characters evoke the image of a solitary individual.

But that same lonely figure celebrated in this quirky Chinese holiday also symbolically represents the number “1,” which, repeated four times, forms the date you should definitely mark on your calendar and start working toward.

What began in the 1990s as a small event among a handful of Nanjing University students has since transformed into one of the most important commercial events in the world—often surpassing even America’s Black Friday.

The Numbers Behind 11.11

If the story behind its name is curious and fascinating, the story behind its numbers is simply astonishing: in 2021, 900 million Chinese consumers took part in this massive shopping carnival—more than the entire population of Europe.

That same year, the e-commerce giant Alibaba reported a staggering $84.5 billion in Singles’ Day sales, up from $74.1 billion the previous year. To put things into perspective, that’s nearly three times the combined total of Amazon Prime Day, Cyber Monday, and Black Friday ($30.7 billion). Year after year, Singles’ Day continues to set records that amaze people around the globe.

The 2022 edition was particularly lively and diverse from many angles. As Chui Xue, President of Taobao and Tmall’s Industry Development and Operation Center, stated: “The product range available for Singles’ Day 2022 is the most diversified in the event’s history,” with 17 million products available to more than one billion annual active consumers on Alibaba Group’s platforms in China.

Even though China’s economy has been affected by ongoing Covid-19 restrictions—with growth hitting its lowest point in two years in the second quarter of 2022—e-commerce still performed relatively well, with online sales of physical goods rising by 11% in Q2 2022.

Origins and Evolution

Singles’ Day dates back to 1993, when a group of students at Nanjing University decided to create a holiday dedicated to single people—a counterpoint to Valentine’s Day celebrated by couples around the world.

The real turning point came in 2009, when executives at the Chinese e-commerce giant Alibaba, at their Hangzhou headquarters, identified Singles’ Day as the perfect opportunity to launch a massive discount sales event. The very first Singles’ Day campaign was a success, establishing it as an annual tradition—first nationally, then globally.

Today, however, Alibaba no longer holds exclusivity over Singles’ Day sales. Most major Chinese online retailers now participate in this global phenomenon. Alongside Alibaba-owned platforms such as Taobao and Tmall, giants like JD.com and Pinduoduo register staggering figures, while social platforms such as Douyin (the Chinese version of TikTok) and Kuaishou also play a major role.

Carpe Diem! Why You Shouldn’t Miss This Opportunity

Given the numbers, opportunities for foreign brands abound, and many have already geared up to take part in the event.

For Italian brands in particular, Singles’ Day represents a real opportunity to:

• Enter the spotlight at a time when consumer attention is at its peak.

• Strengthen loyalty among existing customers.

• Consolidate brand awareness in the Chinese market by leveraging the right mix of marketing tools, such as social communication, KOL marketing, and other strategies (see more at China Digital Marketing B2B).

• Increase sales exponentially, following a continuously growing trend. In fact, sales of Italian products grew by 40% compared to 2020 during the last edition.

  
  

Practical Tips for the Next Edition

In 2021, 65% of the companies that participated in Singles’ Day were SMEs—including several Italian ones.

For Made in Italy businesses, maximizing participation means first and foremost understanding that 11.11 is not just about shopping—it’s also about entertainment and brand building.

Unlike Western shopping events, which focus primarily on discounts, the Chinese festival is infused with entertainment and social interaction.

The keywords here are: live streaming, to interact directly with target audiences and encourage online transactions, and all those initiatives that make the shopping experience unique and memorable.

1) Strong Brand Equity and a Unique Story

When analyzing the factors driving purchasing decisions during Singles’ Day e-commerce live streams, consumers ranked brand reputation and product quality above discounts. This aligns with the increasing sophistication of Chinese consumers. Building strong brand equity is essential to winning their hearts.

2) Long-Term Strategic Planning

Successful participation in China’s shopping festival requires strategic, long-term preparation.

Singles’ Day must be integrated into a broader, consistent strategy for the Chinese market—not just a one-off event. For example, our agency is currently supporting the expansion of a well-known Italian jewelry brand, with the goal of selling during the next Singles’ Day edition. The process involves brand protection, communication on Chinese social channels, and full support in finding distributors and retailers in southern China.

3) Personalization as a Success Factor

As mentioned, consumers do not expect Singles’ Day to be only about deals. They also value added benefits—exclusive privileges, special offers, or unique experiences that enhance the purchase.

Conclusions

In conclusion, Singles’ Day is the world’s ultimate shopping event, offering a one-of-a-kind sales opportunity. But simply showing up on the day and hoping for a miracle is not enough.

To succeed, brands need thorough preparation, a solid understanding of market dynamics, careful analysis of consumer trends, and—above all—expertise in the unique communication and sales channels that power the world’s biggest shopping festival.

Our specialized team is ready to guide you toward the next 11.11 with awareness and strategy.

Contact us at cdm@chinadigitalmarketing.it and Follow us on LinkedIn.

Executive Summary

Originally launched by Alibaba in 2009, Singles’ Day (11.11) has grown from a quirky celebration of being single into the largest e-commerce event globally, surpassing Black Friday and Cyber Monday in gross merchandise volume (GMV).

• Major platforms involved: Alibaba, JD.com, Pinduoduo

• GMV has reached hundreds of billions of RMB annually

The event has evolved into a multi-week promotional season, starting as early as mid-October

Key innovations: AI customer support, hyper-personalized recommendations, BNPL (Buy Now Pay Later), and conversational commerce via messaging platforms

Key Definitions

Singles’ Day (11.11): Originally a student tradition celebrating single people, now the world’s largest e-commerce event

GMV (Gross Merchandise Volume): Total transaction value over the course of the event

Live Commerce: Livestream shopping, often with influencers, to drive real-time engagement

BNPL (Buy Now, Pay Later): A flexible payment method gaining popularity among younger consumers

Conversational Commerce: Sales conducted directly within messaging apps like WeChat, enhancing conversion with real-time interaction

Key Takeaways

• 11.11 is no longer a one-day event: brands must prepare for a month-long campaign

• AI-powered assistants are critical for scaling customer service during peak volume

• Flexible and mobile-first payment options boost checkout rates significantly

• Conversational commerce increases engagement and conversions via chat platforms

• Early campaigns and pre-event hype are essential to build momentum and drive traffic

FAQ

• What is Singles’ Day and why is it important?

It began in 1993 as a celebration of being single and was transformed by Alibaba into a massive sales event. Today it surpasses Black Friday and Cyber Monday in sales volume.

• How big is Singles’ Day now?

The GMV from Singles’ Day reaches hundreds of billions of RMB, with many brands setting record-breaking figures in both traffic and revenue.

• How do companies prepare for Singles’ Day?

By launching early campaigns, deploying AI customer support, enabling BNPL, and creating seamless omnichannel experiences—especially using conversational commerce tools on apps like WeChat.

Example Use Case

Scenario: A European beauty brand wants to maximize performance during Singles’ Day.

Suggested Strategy:

• Launch teaser promotions in early October

• Implement an AI chatbot to manage live customer service

• Offer BNPL and instant payment options via Alipay/WeChat Pay

• Use WeChat or Douyin to run conversational campaigns with personalized offers

Operational Checklist

• Launch early promotions before October 15

• Deploy an AI chatbot for real-time customer support

• Enable fast checkout and BNPL options

• Build messaging campaigns (WeChat, Xiaohongshu) for engagement

• Monitor live performance metrics: traffic, conversions, conversation volume