In addition to Singles’ Day, June 18th, also known as the 618 shopping festival, is another large shopping festival in China generating huge sales. 618 shopping festival signals the largest mid-year shopping festival in China and it’s one of the major battles for China’s e-commerce platforms like Taobao and JD.com.
618 Shopping Festival usually starts in late May with presales campaigns and the promotion starts in early June until late June. All major e-commerce platforms, including Taobao (Tmall), JD, Pinduoduo, etc., and retailers will launch their campaigns to boost sales.
To kick off the 618 festival, E-tailer JD.com announced earlier this month that sales have already soared across several categories. During the four phases of the mid-year shopping event, an estimated 200 million new products will go on sale. This year’s 618 coincides with the 17th anniversary of JD.com and will see the e-commerce giant distribute at least 10 billion yuan worth of compensation and vouchers as well as 100 billion yuan worth of discounts (Data source: JD.com). 618 shopping festivals represent the aspiration for quality consumption and the strong purchasing power of Chinese consumers. Brands and marketers will fight hard to maximize their ROI.
To help brands achieve their goals during the 618 shopping festival, we summarized 4 challenges facing them and we equipped them with tailored all-in-one programmatic advertising strategies.
01 Challenges
02 One-stop solution
Based on the four stages of the consumer life cycle (AIPL Module developed by Tmall), we formulate different audience/media/ad format strategies
03 Strategy for AIPL Module
With our in-depth cooperation with Tmall (Taobao) and JD.com, our clients can advertise on all major Tmall/JD.com marketing platforms, media within the E-commerce ecosystem, and all other major media.
04 Our resource
During the campaign, we will apply DCO technologies to deliver tailored ads and keep retargeting audiences at different stages. Based on audience engagement data (exposed, clicked, added to the shopping cart, purchased), we can develop hyper-targeted audience segments and deliver personalized messages. For instance, we trigger different creatives based on different audience attributes and related keywords of their search behavior. The strategy of customized creatives and real-time retargeting are the 2 proven good performers in e-commerce shopping festivals.
05 Dynamic creatives and real-time retargeting
We have served several brands across different industries during Singles’ Day and 618 shopping festivals for years and we developed strategic partnerships with both Taobao(Tmall) and JD.com. With DeepZero | iPinYou, brands, and marketers can evaluate their campaign results by evaluating consumer behavior data inside EC sites and optimize campaign strategy accordingly.
06 Our strategic partnership with Taobao(Tmall) and JD.com
