4. Pre-sale Starts
Global Fashion Show
D11 Partner Team Battles
Super Coupon
Catch the Cat
Breakout Period
(11.11)
Wish List
D11 Dream City
Hot Products List
D11 Decennial Gift
Countdown Gala
Tmall
JD
11/110/20
Pre-Sale Starts
Super Fans Day
Group Buying Day
Global Buying Day
Super Nova Gala
Sec-Kill Buy Day
Super Coupon Day
Super Brand Day
PLUS Membership Day
Breakout Period
(11.10-11.15)
Pre-sale Period
(10.20-10.31)
Warm-up Period
(11.1-11.10)
Warm-up Period
(10.20-10.31)
Special Sales Period
(11.1-11.9)
11/11
4
Offline Coupon Rain
88 Member Discount
1111 Red Packet
Super Discount Day
Fans Special Discounts
Free Coupon Giving
Super Nova Games
Super Flash Sale
2018 DOUBLE 11 CALENDAR
Source: Tmall & JD 2018.11
5. 5 Source: Tmall 2018.11
H：M：S
00：02：05
00：12：14
00：35：17
01：16：37
08：08：52
15：49：39
24：00：00
5.4B
8.6B
13.8B
18.2B
25.4B
1.5B
30.8B
56s faster than
last year
Breaks year 2014
Breaks year 2016
Breaks year 2017
Breaks year 2015
Breaks year 2013
27% YOY Growth
ALIBABA SET NEW RECORD WITH US$30.8 BN IN
SALES ON DOUBLE 11
0.007 0.1 0.8
2.9
5.4
8.6
13.8
18.2
25.4
30.8
2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
Unit: Bn USD
Unit: USD
Tmall D11 Sales Review
6. Source: JD 2018.116
11.1
Super Sec-kill day
11. 6
Electrical
Appliance Day
11.8
PLUS Membership
Day
11.10
Stores Discount Day
11.11
Global Shopping
Festival
• Total daily transaction
amount exceeded 25.8B
• 4 times YOY growth
11.9
JD Supermarket
Day
JD SMASHED THROUGH ITS DOUBLE 11 SALES
RECORD WITH US$23.05 BN
(Nov 1-11)
Total GMV reached
US$23.05B
• 2.5 times more new Plus
member joined compared to
Oct daily avg.
• Transaction amount
exceeded 100B from
Nov1-10
• 300M+ products sold
7. 7
1. Guangdong
2. Zhejiang
3. Jiangsu
4. Shanghai
5. Beijing
6. Shandong
7. Sichuan
8. Henan
9. Hubei
10.Fujian
① Shanghai
② Beijing
③ Hangzhou
④ Guangzhou
⑤ Shenzhen
⑥ Chengdu
⑦ Chongqing
⑧ Wuhan
⑨ Suzhou
⑩ Nanjing
TMALL TRANSACTION VOLUME BY
PROVINCE & CITY
Province City
Source: Tmall 2018.11
8. 8
TOP 5 BRANDS BY CATEGORY (TMALL)
Mobile
1. Apple
2. Huawei
3. Xiaomi
4. HONOR
5. vivo
Beauty
1. Lancome
2. Olay
3. L’Oreal
4. Estee Lauder
5. SK-II
Personal Care
1. Vinda
2. Bluemoon
3. Whisper
4. Walch
5. Purcotton
Sports
1. Nike
2. adidas
3. ANTA
4. Li-Ning
5. Fila
Source: Tmall 2018.11
Note: Data calculated 11.11 transactions only
9. 9
Mobile
1. HONOR
2. Apple
3. Xiaomi
4. Huawei
5. vivo
Laptop
1. Lenovo
2. DELL
3. Thinkpad
4. ASUS
5. HP
Tablet
1. Apple
2. Huawei
3. Xiaomi
4. HONOR
5. Microsoft
Headset
1. SONY
2. BOSE
3. Beats
4. Apple
5. Sennheiser
TOP 5 BRANDS BY CATEGORY (JD.COM)
Source: JD 2018.11
Note: Data calculated 11.11 transactions only
10. 10
NEW RETAIL HIGHLIGHTS
Orders from Eleme increased by
87%, users increased by 69%
01
02
03 Sales of casa store Ju’ran exceeded 2 bn
RMB after 10 hrs 52 mins
Hema achieved half of the revenue of
last 11.11 in 2.5 hours
Tmall New Retail JD Boundless Retail
Revenue increased by 1100%
comparing to 2017
01
02
03 JD Go had 1 million consumers in-
store interaction
Revenue of 2018 exceeded last
year’s amount in 2 hours
Source: Tmall & JD 2018.11
11. 11
TMALL CROSS-BORDER SALES
(INBOUND AND OUTBOUND TRANSACTIONS)
Top Selling Imported Brands
(Tmall Global)
1. Moony
2. KAO
3. Swisse
4. Aptamil
5. Bio Island
1. Japan
2. United States
3. Korea
4. Australia
5. Germany
Top Countries/Regions
Selling to China
Transaction Volume by
Countries and Regions
(Tmall.com)
1. Hongkong China
2. United States
3. Taiwan China
4. Australia
5. Malaysia
Top Export Categories
1. Dress
2. Wool Coats
3. Pants
4. Hoodies
5. Wool Knitted Sweater
Source: Tmall 2018.11
12. As online shoppers growth highly slow down,
major ecommerce platforms apply innovative
initiatives for new user acquisition and existing
user engagement.
E-COMMERCE TRENDS
02
13. > Expand e-commerce ecosystem
> Focus on potential and high-value
consumers
> Leverage social commerce and
resources from brand partners
> Improve brand consumer lifetime value
management
> Establish content marketing ecosystem
Strengthen Existing
Users Engagement
Innovation on New
Users Acquisition
14. > Expand e-commerce ecosystem
> Focus on potential and high-value
consumers
> Leverage social commerce and
resources from brand partners
> Improve brand consumer lifetime value
management
> Establish content marketing ecosystem
Strengthen Existing
Users Engagement
Innovation on New
Users Acquisition
15. 15
ECOSYSTEM ALLIANCES EXPANDED TO POWER THE TRAFFIC
GROWTH AND ENRICH CONSUMER EXPERIENCES
3km Life Circle
Ali Ecosystem
> Ali launched large scale co-promotion
activity D11 Partner Team Battle with
ecosystem partners
> Establish the idea of 3km Life Circle
offering fast and reliable local
services through offline merchant
partners
JD Boundless Marketing
Reach online consumers
in collaboration with
multiple digital partners
Seamless o2o
engagement with 600K
offline store partners
Main business members in Alibaba Ecosystem
Platform ecosystem members joined forces to reach consumers in all types of shopping occasions.
16. > 60+ top global
fashion brands
participated
> 20+ celebrities
and 120+ super
models joined live
streaming
16
“See Now Buy Now”Tmall Fashion Show
> Reached 240M total views
> Featuring renowned stars
with interactive sections
targeting different consumer
groups
> Click or shake
phone to
purchase directly
on the spot
> Leads the trend
of Chinese
Fashion Act
> 1000+
fashion brand
new products
release
Tmall Countdown Gala Celebration
> Live streaming
entrances on Tmall
and Taobao app,
with KOL guiding
interaction
LEADING THE WAY IN LIFESTYLE MARKETING FOR CONSUMERS
WITH ENGAGING ENTERTAINMENT AND QUALITY CONSUMPTION
Hosting global fashion shows connected brands with consumers through engaged experiences.
17. 17
BIG DATA BRINGS NEW OPPORTUNITIES FOR CO-BRANDING AND
PRODUCT INNOVATION
Leveraging e-commerce data for more efficient strategies
Beats X Mickey
> IP co-branding
> Mickey 90th Birthday edition
Play-Doh X WuQiong
> Artist co-branding
customized package
MakeupForever X Allen Deng
> Celebrity co-branding
> Allen designed gift package
Co-branding CasesData Driven Product Innovation
Laoganma X FHM Wang Wang X Chando
Maxam X White Rabbit Lip Balm
> 920 milk-candy flavored lip balms
sold out in 30 seconds.
> Consumer demand for non-limited
editions, with more product variety
Listerine New Floral Flavors
> Based on Tmall big data, developed
and launched new floral flavor products
targeting Chinese women
18. 600K offline stores join Double
11, including JD Home, 7 Fresh,
7-11, Walmart
Check on Tmall app for shopping
guides covering 100+ offline mall
areas and 200K smart stores
Online & Offline Merge
> Digital coupon for offline redemption
> Online booking for offline services
> Online purchase and offline store pickup
> Online coupons for offline
redemption
> JD Express 1 hour delivery
Launch Event in 12 Cities
Customized Interactive Cat Head
Brand Pop-up Store
Beats x Mickey
JOY SPACE Boundless Retail
Pop up stores in 289 cities
Immersive Shopping Space
Cooperate with Weibo/ TikTok/ Bilibili
Offline Arena
OFFLINE BUSINESS EQUIPPED WITH NEW RETAIL CAPABILITIES
More aggressive approach to a seamless O2O experience through technology
18
19. 19
Tmall launched space station Candy Can
DOUBLE 11 EMBRACES MORE CONSUMERS OVERSEAS
Working with strategic partners, Ali strengthened and propelled globalization.
Lazada
The largest e-commerce
platform in Southeast Asia
joined Double 11, carrying
selected products across 6
countries
Global User Participation
Brought 140,000 merchants to over 100 million overseas
customers across 200+ countries and regions
AliExpress
Global fast delivery with less
than 72-hour delivery to half
of the European market
Launch of global interactive campaigns-
> 10th anniversary memory collection
> Virtual coupons rain
Ali, Cainiao, LOGINK and IPCSA joined
forces to lead global smart logistics and
visualize the entire supply chain
20. > Expand e-commerce ecosystem
> Focus on potential and high-value
consumers
> Leverage social commerce and
resources from brand partners
> Improve brand consumer lifetime value
management
> Establish content marketing ecosystem
Strengthen Existing
Users Engagement
Innovation on New
Users Acquisition
21. Discount Follower
Social Media Info Driven
Trading-up Driven
by their Children
Online Shopping for
Relatively Cheaper Goods
Time and Money on
Travelling and Heath
Potential Group:
The Aged Consumer
21
COMPETE FOR HIGH-POTENTIAL SHOPPERS AND PROSPECTS
Rural Taobao
> Over 30K Rural Taobao Selected
Stores participated Double 11 and
attracted over 100milion people
Stable Job
Increasing Income
Pragmatic Consumer
Trading-up Needs
Increasing Focus on
Brands than Discounts
TV for Information
Price Driven
Potential Group:
Lower-tier City Young Consumer
Seize the opportunities from lower-tier city consumers and older generations trading up.
> Group buying platform targeting
young shoppers in lower-tier cities,
featuring price advantages as well
as quality and service
Suning Group Buy Taobao Family Account
> Older consumer-targeted product
display. Click for help from your child
function makes shopping easy
22. 22
UNIFIED MEMBERSHIP PROGRAMS ENHANCE CUSTOMER
RELATIONSHIP MANAGEMENT
Unify-and-upgrade membership system provides new opportunities to strengthen connection
with consumers and improves consumer loyalty
Exclusive Member Day Offerings Member Customer Services
Shop, rate, or share to gain points
Member Social Activity Rewards
> 88Membership is
identified as one identity
to enjoy benefits across
platforms in Ali ecosystem
UpgradedVIPServicesUnifiedMembership
> JD Plus Membership alliance
with IQiyi with member
benefits and data shared
between the two platforms
Unified membership systems pave a new way for brand operation and CRM
其他生
活特权
23. > Expand e-commerce ecosystem
> Focus on potential and high-value
consumers
> Leverage social commerce and
resources from brand partners
> Improve brand consumer lifetime value
management
> Establish content marketing ecosystem
Strengthen Existing
Users Engagement
Innovation on New
Users Acquisition
24. Tmall
JD
PROMPT RESPONSES TO PLATFORM CAMPAIGNS AND HOT TOPICS
Brands collaborate in platform-generated hot topics to create buzz and drive traffic
T-mall spokesman generated #10YearComparison photo topic
on Weibo, and was quickly spread by brands and fans UGC
T-mall posted #10YearStory and triggered interactions from
hundreds of brands telling their stories
JD generated #rainbowduck on Weibo, and brands
participated on topic in pairs JD released Double 11 posters with 100 brands on Weibo
24
25. "Yiqiyouju" mini
program
JD Team Buying
Tool
JD Team Buying
Carnival
PDD popularized the concept of “Team Buying”
➢ Team buying practice: Invite friends and family to purchase
together and earn more discounts
25
FULLY LEVERAGED SOCIAL COMMERCE BOOSTED TRAFFIC
FROM EXISTING CONSUMERS
Tmall & JD followed with various types of social commerce
“Little Black Group”
Private Group
“On Sale”App
from Taobao
Tmall D11 Partner
Game
Share shopping list
and experience in the
group, get coupons,
and team purchase
Carry selected
discounted products.
Users can share or
form team to purchase
Team-up to collect
points and share the
1billion bonus
Join reginal
campaigns based on
user location and
interests
Launch team buying
to drive traffic and
conversion with
lower cost
Three team buying
campaign Days
launched on JD
Tmall and JD launched aggressive social commerce initiatives after PDD’s successful attempt
26. 26
Lighten the World Innovative Programs Celebrity Endorsement
INNOVATIVE COLLABORATION IN TMALL TIANHE CO-BRANDING
PROGRAM
Brands co-branding with celebrities, social video apps, and global landmarks
> Tmall co-branding with brands in
world-renowned landmarks
> Celebrities lead Red Envelope
game on TikTok app
> Rock-paper-scissors AR Game
with 15 brand celebrities
> Cat decoration on
user profile photos in
Tik Tok app
·
27. 27
Leverage Brand
Resources
Team buying with￥1 and exchange
traffic of the same value
Traffic exchange with out-site celebrity short videos
Off-platform T.O.P resource package
Brands co-adverted with Tmall are eligible for in-site resource rewards
Exchange In-site
Quality Traffic
Various Ways of
Collaboration
IN-SITE RESOURCE EXCHANGE THROUGH TIANHE PROGRAM
28. > Expand e-commerce ecosystem
> Focus on potential and high-value
consumers
> Leverage social commerce and
resources from brand partners
> Improve brand consumer lifetime
value management
> Establish content marketing ecosystem
Identify Growth
Opportunities
Strengthen Existing
Users Engagement
29. 29
KPI Definition Occasion Application
F
Fertility
Brand consumer pool
(Total AIPL amount)
> Out-site new consumer
recruitment
> In-site content seeding
> Select and recruit out-site
consumers from Strategy Center
> Reach category potential
consumers
> Content operation with MCN
A
Advancing
Consumer advancing rate
(AIPL conversion rate)
> High potential consumer
selection and marketing
> Tmall Supermarket
consumer selection and
recruitment
> New members recruitment
> Dispatch online samples to
high potential consumers
> Select and recruit high-value
consumers from Databank
> Select and recruit consumers
with Tmall Supermarket
preference
> Set CEM equity and recruit fans
> Recruit applicants for Tmall
online sample test
S
Superiority
Total amount of high potential consumers
(Members/fans amount)
T
Thriving
Activeness of high potential consumers
(Ratio of thriving members/fans)
> Consumer shopping
experience personalization
> Personalized key visuals and
consumer benefits
Tmall FAST Index & Application
> Brand consumer assets index
> Brand placement ranking based
on FAST performance this D11
pre-warm period
Ali introduced FAST index and associated brand placement ranking before Double 11
FROM TRAFFIC MANAGEMENT TO CONSUMER ASSETS OPERATION
30. APPLY FAST MEASUREMENT ON CONSUMER SEGMENTATION TO
IMPROVE OPERATION EFFICIENCY
> Connect people, product, and
channel
> Create occasional communication
for different consumer groups
KOL fans
White collars Post 85
family with
kids
Young consumers
> Consider new product features,
historical consumer profiles,
current KOL resources etc.
Step1
Select High-quality Consumers
Step 2
Create Consumption Occasions
Quantified Index Qualified Index
Brand Awareness
Brand Loyalty
Operation Efficiency
Consumer Quality
Fertility
Total AIPL amount
Advancing
Consumer
Conversion rate
Superiority
Total super user
amount
Thriving
Activeness of
super users
Focusing on FAST, GroupM supported certain brand’s expansion of new consumer base and
achieved an increase in consumer assets
30
31. 31
Strategy Center
Databank
Data Factory
Jiushu
Shufang
Alimama
DMP
JD DMP
JT Mofang
JD Zhitou
ZuanZhan Display Ads
ZuanZhan Out-site
Uni-desk
SUPPORT BRANDS WITH CONSUMER LIFETIME VALUE
MANAGEMENT
Offering a series of tools to support consumer lifetime value management from insight and
strategy, to implementation and tracking
32. > Expand e-commerce ecosystem
> Focus on potential and high-value
consumers
> Leverage social commerce and
resources from brand partners
> Improve brand consumer lifetime value
management
> Establish content marketing
ecosystem
Identify Growth
Opportunities
Strengthen Existing
Users Engagement
33. 33
> [Guess You Like] became a
more important channel for
products display and content
distribution
> KOL articles, live streaming, and short videos are the most
popular forms of content distribution
> “Ali V Task“ content tool supports brand integration with the
best content resources
> New contents channels include shopping Q&A, quality
product sharing, shopping guide videos, etc.
From Traffic Economy To Fan Economy
MOBILE TAOBAO UPGRADED TO FORM A MORE COMPREHENSIVE,
CONTENT DRIVEN ECOSYSTEM
34. 34
JD PRACTICES DIVERSE CONTENT MARKETING STRATEGIES
IP Collaboration —— Platform X Brand X IP
JD X YAYOI KUSAMA
JD released an exclusive
canvas bag in collaboration
with YAYOI KUSAMA
What to buy JD ExpressShort video New tech Ranking list
Store news Follow stores in “Find Channel”
Swipe down
home page to
view videos
H5 generated traffic on social media
Offline events
“JINWANBADIAN”
Story-telling Video Channel:
help brands better catch
customers’ attention
BrandownedCommon
JD Content Marketing —— Private & Common
Co-marketed the YAYOI IP
campaign with other brands
From the tech-focused to the trendy, JD worked with brand partners to co-establish IP assets
37. 37
Paid Traffic
Out-site Traffic
Owned / Content Traffic
Exchanged Traffic
Promotion Traffic
Brand E-commerce
Traffic Pool
Ali: Brandzone, Content Feeds
Ads, Baping, ZTC(SEM),
ZuanZhan(Display ads). CPS
JD: Brand Zone, SEM(ZTC),
Display Ads(Juxiao) , CPS
Ali: Organic Search, Weitao,
Brandhub,
Taobao Toutiao,.Livestream
JD: Organic Search, Must Buy
List, Find Channel
Ali: Super Brand Day, Heybox,
Super Category Day, Fashion
Show, Gala
JD: Super Brand Day, Super
Category Day, Sec-Kill, Flash Sale
Ali: Uni-desk, ZuanZhan Out-
site, T.O.P, Tmall Pop-Up
store,Aliyu IP, Youku, UC
JD: JX Program, JT Program,
Zhitou, TikTok, Toutiao, Wechat
Moment Ads.,
Ali: Tianhe Program (Mobile
Taobao, Juhuasuan Page,
Tmall Homepage)
JD: Donglian Exchange,
Sec-Kill Exchage
COMPREHENSIVE MANAGEMENT OF TRAFFIC RESOURCES
38. 38
Strategy Out-site Reach
In-site
Retargeting/Converting
Assets Savings,
Modelling, CRM
> Industry Data
> Consumer
Insight
> Product
Offering
> Data Mining
> Users
Segmentation
WHO-Consumer Strategy WHERE-Channel Planning WHAT-Product Solution HOW-Creative/Copy Approach
Out-site media reach In-site media retargeting
Consumer Modeling
Algorithm
Uni-desk
Out-site RTB
Display
JD RTB Display
JX Plan
Black Dragon
Databank
Data Collection
Consumer Assets
Aggregation
Consumer lifetime
relationship
management
JD Zhitou JT Program Black Dragon
JD SEM JD Display
IMPROVE WHOLE ECO-SYSTEM TRAFFIC EFFECTIVENESS
THROUGH DATA AND TECH INTELLIGENCE
Mid-Long time
Operation
策 略 中 心
Strategy Center
39. 39
Purchase LoyaltyAwareness Interest
1. Increase Brand Awareness 2. Emphasize Product Advantage 3. Incentive call-to-action 4. Long-term CRM
IP co-branding
Embedded product in
entertainment show
On-site content seeding
KOL recommendation
Continuous on-site content reach
Live streaming
BrandHubWeitao
DIVERSE CONTENT COMMUNICATION ACROSS CONSUMER
LIFECYCLE
策略中心
Strategy Center
Celebrity endorsement
40. 40
Colgate
“Dare to Love” Toothpaste
Pet Owners
Fitment
Car Owners
Coupon Give Out
Product Innovation
Red Envelop Snatching Platform Theme Day
Braun X DJI
Super Couple Day Package
Darlie X The Rap of China
Limited Package
KFC- Taco Face Challenge
with celebrity Wang Yuan
Danone Social Commerce Campaign
“Save Baby Dad”on Super Brand Day
CREATIVE OUTBREAK OF INNOVATION AND EFFECTIVENESS
A/B Testing of Creative Assets
Targeted Creative Assets for Optimized CTR
Creative Theme Innovation
41. Data Aggregation Analysis / Insight Data Application Evaluation / Management
> Databank
> JD SHUFANG, JD DMP
> 3rd party data collection
solution
DATA DRIVEN ECOMMERCE STRATEGY, MARKETING &
OPERATION
> Product bundling, pricing, sales
> Marketing & Paid media analysis
> Category & Competitor analysis
> Target audience profile
> Consumer journey & lifecycle
management
> E-commerce paid media
> Insite & outsite content
> Personalization, CRM
> Marketing activity monitoring
& analysis
> Competitor tracking
> Customer lifecycle
management
> E-commerce paid media
> Product/Sales
> Category, Competitor
> Strategy Center, Data
Bank, SYCM, Ali DMP
> ShangZhi, ShuFang,
JiuShu, JD DMP, JT
Mofang
> Zuanzhan, Juxiao,
Zhitou
> MCN Content
> CRM
> Strategy Center, Data
Bank, SYCM,
> JD ShuFang, JD DMP,
JT Mofang
> 3rd party Ecom ads.
Tracking tool
42. THANK YOU
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Contact:
jerman.zhang@groupm.com
Jerman
Eddy
Vera
Susie
Lillian
Kelvin
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