This report explains key figures about the “6.18” Ecommerce festival, illustrates which Ecommerce companies are leading in terms of sales and social marketing results, and provides examples of social media tactics used during the event.

1. Social Media in China
The “6.18”
Ecommerce
Fes2val
2016 Strategic Research Report

2. Online shopping
fes.vals are an
integral part of
Ecommerce in
China. In addi.on
to Tmall’s “Singles
Day”, JD has also
spearheaded its
“18th June”
shopping spree.

3. The 6.18 Ecommerce Fes.val
Report Summary
This report explains key figures about the “6.18” Ecommerce
fes2val, illustrates which Ecommerce companies are leading in
terms of sales and social marke2ng results, and provides examples
of social media tac2cs used during the event.
Contents
• Which Ecommerce Stores are Leading?
• Overview of Market Share
• Overview of Online Buzz
• A Deeper Look Into Social Media Tac2cs
• Implica2on for Brands
• How to Get More Free Reports
About Linkfluence
We help brands understand
consumers, improve digital
performance, track the
compe22on, and prepare for
crisis, on global and local
social media.
This report was made by the
Linkfluence Research team
using Radarly, Linkfluence’s
real-2me social analy2cs
soYware, pulling data from
300M social networks, media,
websites, and mobile apps.

4. WHICH ECOMMERCE PLATFORMS ARE LEADING IN
TERMS OF SALES?

5. Market Share
of Leading
Ecommerce Plaorms
Par2cipa2ng
In 2010, JD established the 6.18
shopping campaign to celebrate
its anniversary.
In 2016, this shopping spree
snowballed to top 9 B2C
eCommerce players in China,
which represent a lion’s share
of 93.8% combined.*
Leading Ecommerce Pla@orms by Sales
SALES
B2C Market share in Q4 2015
JD.com
Tmall
VIP.com
Suning
Gome
Dangdangwang
Yihaodian
Amazon.cn
Jumei
* Source: Analysys China B2C online sales market share of Q4 2015
5

6. This year’s 6.18
campaign is a badle
championed by the
giants JD and Tmall
JD led in terms of sales volume
growth 2016 with 60% increase
in orders to over 100M units.
SALES
6
Key Metrics on 6.18 Versus 11.11 Ecommerce Fes2vals
Fes2val
Name
6.18 11.11
Founding
Company
Jingdong Tmall
Date
Founded
1998 1997
Latest Fes2val
Revenues - Total
100 million orders
from 1st to 18th
Jun 2016 (60%
growth over 2015)
Not disclosed
Latest Fes2val
Revenues – Event
day alone
Not disclosed 91.217 billion RMB
on
11th Nov 2015
Fes2val
Name
6.18 11.11

7. JD s2ll leads but Tmall is close in terms of market share
48.6
34.1
5.8 5.2 4.8
1.1 0.5
44.6
39.6
5.3
2
7.6
0.7 0.3
49.8
40.2
2.8
1
4.4
0.8 0.7
JD Tmall Suning Gome YHD Dangdang Amazon
3C/ appliances Dairy Personal care/Beauty
Xiao Mi: Brand leader in JD and Tmall’s 6.18 2016 campaign
ü No. 1 mobile phone sales volume
ü No. 1 smart hardware sales volume
ü No. 1 brand of smart wearables in sales volume, posi.ve
comments and search volume
Ecommerce Players’ Market Share of Actual Sales in 618 Campaign in 2016 (in %)
SALES
7
Source: Syntun (vip.com and jumei.com not monitored)

8. 8
WHAT DO CONVERSATIONS TELL US ABOUT THE
6.18 ECOMMERCE EVENT?

9. Social engagement peaked before the shopping spree, not during or aYer
Buzz Trend of 618 Online Shopping Campaign in 2016 (20th May – 30th Jun)
S
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
10,000
05/01
05/04
05/07
05/10
05/13
05/16
05/19
05/22
05/25
05/28
05/31
06/03
06/06
06/09
06/12
06/15
06/18
06/21
06/24
06/27
06/30
246m
TOTAL REACH
6.15b
TOTAL IMPRESSIONS
93.2k
TOTAL BUZZ VOLUME
9
6.18
SOCIAL BUZZ

10. Weibo is s2ll the dominant plaorm, and mostly in large ci2es
CHARTS
Weibo led plaaorms with a slightly female skew. Beijing and large .er 2 cites were dominant ci.es.
SOCIAL BUZZ
Blog : 0.21% Website : 4.15% Forum : 17.03%
Media : 1.12% Weibo : 77.18%
Nega2ve : 0.25% Neutral : 96.96% Posi2ve : 2.56%
Sen2ment of Posts
Gender Split of Publishers
Base: 71,979 buzz out of total 93,261
Females : 55.63% Males : 44.37%
2,696
2,371
2,088
1,753
1,308
Chengdu
Beijing
Shenzhen
Hangzhou
Wuhan
Top 5 Ci2es in Buzz Volume: Social Media Plaorms:
10

11. Expectedly, the “red packet” mobile campaign tac2c was most popular
CHARTS
JD’s incen.vized tac.c to share red packets was popular, as most people understood it and were willing to share with friends.
SOCIAL BUZZ
JD’s 6.18 red packet party
REACH IMPRESSIONS POSTS TOP CONVERSATIONS
2.59k
64.8k
354
//@ :
//@
天猫:
…
61.9k
1.55m
463
@
#618
#…
58.0k
1.45m
700
#618 #
>>>hip://t.c…
2.79k
69.8k
872
我竟然是“ ”
618
@ hip://t.cn/R5x…
10.9k
274k
1.68k
我竟然是“ ”
618
@ hip://t.cn/R5x…
11

12. While fan-building and loyalty con2nued to be a key priority
CHARTS
Tmall’s Fan’s Carnival (#Tmall618FansCarnival) on Weibo resulted in 1 billion page views and 0.57 million discussions.
SOCIAL BUZZ
MOST COMMONLY
MENTIONED WORDS
美国(1,152) #618
(11,364) #
(777) #
(718) (790)
(1,656) (734) 广州(973) 北京市 海
淀区(619) 北京(1,742) #618
(1,708) (628) 中国(3,603) 上海
(986) (915) @ (1,156) #
618(1,005) @ (7,798) #
618(913)
12

13. The highest overall social visibility resulted from Tmall’s kickoff campaign
CHARTS
Tmall’s contents of 618 campaign announcement resulted in broader awareness.
SOCIAL BUZZ
Impression : 38,139,332 | Reach : 1,525,573
27
#618 #
06/01/2016
@ – 38,139,332
Impression: 50,669,243 | Reach : 2,026,769
IP
5
月25日14 # # 天猫
618
05/25/2016
@ – 50,669,243
Impression : 50,029,928 | Reach : 2,001,197
hip://t.cn/RyyXkBT
“
” [嘘]#618
#
06/02/2016
@ – 50,029,928
@TopNews: #Tmall Global Fans Economy Summit and #Tmall 618 Fans Carnival are about to start
13

14. 14
THE LEADERS - JD VERSUS TMALL:
How did their strategies differ?

15. JD and Tmall employed different strategies
CHARTS
JD focused on straight forward promo.ons and 3C products , while Tmall focused on loyalty and fashion and beauty products.
STRATEGIES
DURATION 23rd May to 20th June 2016
(29 days)
25th May to 19th June 2016
(26 days)
THEME ‘Quality Carnival’ ( ) ‘Fans Carnival’ ( )
CATEGORIES Focus on 3C products
(computer, communica.on, electronics)
Focus on apparel and beauty
STRATEGY Mobile-centric and sales-driven,
Easy to understand promo.ons,
Prac.cal benefits
Focus on CRM and loyal users,
Awareness focus with low engagement
TACTICS CEO endorsement, Celebrity
endorsement, Live broadcast (Douyu
), Push for mobile shopping (coupon
games on WeChat JD page ‘ 618
’, in mobile QQ mall ‘ ’)
Internet stars, Celebrity-fan engagement,
New technology (Danmaku ‘ ’, H5,
virtual reality), Live broadcast (Douyu
, Tmall Live ), TV (Hunan
Satellite)
15

16. JD targeted consumers by their category of interest
CHARTS
JD defined 4 different product categories for consumers to plan thier purchases.
STRATEGIES
5.23-5.31
6.1-6.6
6.7-6.9
6.10-6.13
6.14-6.17
6.18-6.20
KICK OFF 3C APPLIANCE FMCG FASHION ALL
16

17. JD also targeted consumers by lifestyle
CHARTS
JD defined 8 different consumer segments to target.
STRATEGIES
JD’s 618 FESTIVAL
CONSUMER SEGMENTS:
Pe2t bourgeois
Super mom / dad
/
Family guy
Sports fan
Arty youth
Crea2ve lover
Shopping around
17

18. Tmall’s strategy relied
on exclusivity and
CRM to retain heavy
shoppers
Tmall used CRM data from its
400+ million users to provide
exclusive benefits to Tmall
members in coopera2on with
220+ brands:
Loyalty points valid for both
online & offline purchases
Superb deals such as trial of
products at price of 1 RMB
Exclusive access to offers with
extra giYs upon purchase
STRATEGIES
18

19. 19
FOCUS ON TACTICS
PART 1:
PromoVons and Social Games

20. JD relied heavily on
tradi2onal couponing
and price promo2ons
Despite no obviously engaging
content marke2ng on Weibo or
WeChat, JD Supermarket sold
over 25 million products in less
than 24 hours on 18th June,
relying most heavily on
tradi2onal sales tac2cs.
TACTICS
20
To increase sales,
JD ini2ated the
“stock brands up
for 1 year at low
price” campaign,
with over 3
million
par2cipants.
‘Cash red packets’
were sent out
everyday during
campaign period.
All coupons and
discounts reached
over 1 billion RMB
in value.

21. JD also focused
heavily on mobile,
with campaigns
targe2ng the young
A series of mobile campaigns
were introduced on WeChat &
mobile QQ, resul2ng in the
following key figures.
160% increase of new users on
mobile QQ and WeChat
85% were placed via mobile
shopping channels
72% of mini-campaign users
were under 29 years old
TACTICS
21
Due to it’s low barrier to
entry (just click to vote),
5.7 million people
par2cipated in the “Star
Wars 618” campaign,
invi2ng friends to vote
for 17 celebri2es’, who
showoff of their
purchases ( ).
Example of Two Campaigns
“Star Wars 618” and “Crazy 6 Minutes 18 Seconds”
“Crazy 6 mins 18
seconds” for sharing
coupons to get 35
million discount
coupons.

22. For PC users, Tmall’s use of ACG & Danmaku* created extra excitement
CHARTS
More than 3 million users par.cipated in the Danmaku ac.vity.
TACTICS
22
Tmall encouraged Weibo users to create 618
relevant contents by comple2ng the
sentence star2ng with:
“618 Tmall Fans Carnival…”
Once completed, Danmaku ( ) created by
other ne2zens appeared on the PC screen.
The same would happen when Weibo users
searched keywords like ‘Tmall’, or ‘618
carnival’ on PC on the 31st of May and 1st of
June.
(Tmall’s parent company, Alibaba, is a
shareholder in Sina Weibo)
* ACG: Anima.on, comic & game. The ACG culture is
originated from Japan. Danmaku ( , literally bullet curtain
or curtain fire) is a Japanese term for "barrage”, as in a barrage
of bullets.

23. Tmall’s “PK of Point of
Views” campaign
generated visibility,
but failed to engage
Star2ng May 30th, Tmall shared
a topic for users to vote and
debate upon daily. Two
relevant brands would be
featured.
While these topics received
over 10 million page views, the
number of reposts and
comments were merely
hundreds.
The campaign appeared
effec2ve in genera2ng visibility
for Tmall’s 618 campaign, but
there were few clear benefits
for par2cipants.
TACTICS
23
Example Topic: Midea vs Leshi
“Do you read appliance owner manuals?”
“Do you let her (your baby) look at your mobile phone?”
1,419,300 views and 732 comments (.05%)
1,142,000 views and 131 comments (.01%)
VS

24. 24
FOCUS ON TACTICS
PART 2:
Celebrity and KOL Endorsement

25. JD’s “Super brand super birthday” used 30 brands & their spokespeople
CHARTS
This campaign resulted in high awareness, with more than 16.5 million page views on Weibo.
TACTICS
25
Make a birthday wish on Weibo Vote on JD’s website
From June 5th to 20th, users voted for their favorite celebrity in order to get low prices on flash sales.

26. JD’s “Super brand super birthday” used 30 brands & their spokespeople
CHARTS
550,000 ne.zens voted for the top 10 most popular celebri.es.
TACTICS
26
Tang Yan, spokesperson of TCL, topped the chart of popularity by votes, while “Liile fresh meat” ( )
male celebri.es Li Yifeng, Yang Yang, and Chris Wu also ranked high in popularity.
Spokesperson Brand Votes
Tang Yan TCL 63,230
Yang Yang Ariel 61,085
Chris Wu DELL 56,399
Li Yifeng OLAY 56,214
Yu Quan Ninebot 55,004
Jelly Lin Mengniu 53,769
Wallace Chung Ecovacs 52,706
Lin Chi-lin Helen Keller 51,944
Liu Tao Maxchic 51,429
Fish Leong Franic 51,336

27. Tmall used celebri2es to rally for its 618 campaign, all in one video
CHARTS
Korean stars were more popular than mainland China celebri.es, especially A-list stars like Song Joong-ki and EXO.
TACTICS
27

28. Tmall Interna2onal’s
celebrity reality show
“Go Figh2ng” and
Zhang Yixing paid off
Zhang Yixing, a core member of
Korean band EXO, and one of
the celebri2es featured in this
reality show, had a huge impact
on the success of the campaign.
One #Yixingbuybuybuy post by
Zhang Yixing led to 220,000
reposts and 60,000 comments.
70% of interac2ons were
expression of love, admira2on,
or affinity for Zhang Yixing.
1/3 of posts men2oned Tmall,
who apparently made a smart
choice working with Zhang.
TACTICS
28

29. 29
FOCUS ON TACTICS
PART 3:
Live Broadcast

30. JD and Douyu joined
forces for the
“Lobster Badle Night”
campaign
On June 17th, from
21:00-24:00, 5 hosts
demonstrated how to cook
lobster in 5 different ways,
resul2ng in:
5 million video views of hosts’
live videos
200,000 + current users
watching at peak 2me
500% growth of JD Fresh
Groceries’ vs last 618 campaign
88% of JD Fresh groceries
purchased via mobile
TACTICS
30

31. JD’s 5 hosts took the challenge to cook, eat, and discuss
everything about fresh lobster in the 30-minute live show
CHARTS TACTICS
31
Mu’er
160,415 Douyu Followers
Wujin
315,637 Douyu Followers
Zuola
260,989 Douyu Followers
Fantong
249,520 Douyu Followers
Duoduo
637,822 Douyu Followers

32. One-third of posts men2oned they would be interested in purchasing
lobster from JD aYer watching this live show.
CHARTS TACTICS
32
“I want to buy lobster
from JD and watch the
broadcast on the spot!”
“I’m interested in this
ac@vity and want to eat
lobster while watching”

33. Tmall ran a live
broadcast during
Italy’s Mens’ Fashion
Week featuring
Taiwanese movie star
Jiro Wang
Tmall par2cipated in 6-day live
broadcast of Tmall and around
10 male fashion brands from
Italy’s premium fashion show
Piz Uomo.
Users could place orders for
suits while watching Tmall’s live
broadcast.
The conversion rate was
claimed to reach 20%
(viewership unknown).
TACTICS
33
Ne@zens looked
forward to this
live broadcast

34. 34
WHAT ABOUT OTHER STORES?
Gome Case Example

35. Gome used iconic “big
character posters (
)” to adack Tmall
and JD directly
Compared to 2015:
428% increase in total volume
of online orders
536% increase in transac2on
value increased
650% increase in transac2ons
on mobile (72% of total)
TACTICS
35
Scary steps of
shopping (JD)
Hidden traps of
shopping (Tmall)
Cat (Tmall)
and dog (JD)
Gome’s posters mimicked communist propaganda from the 1950s,
used to cri2cize enemies by revealing their bad behaviors.

36. 36
EXAMPLE BRAND ACTIVITIES
Estee Lauder and SKII

37. Estee Lauder ran a
live broadcast on
Tmall APP with
Victoria Song as host
Estee Lauder invited celebrity
Vitoria Song to deliver a live
show on Tmall APP.
Coupons and Estee Lauder giY
packs were sent out during the
live show, and users could grab
a screenshot of the live show to
get discount when buying this
product.
Nearly 1/3 of those who
retweeted expressed purchase
intent, and many users
men2oned the product’s
detoxing benefit.
TACTICS
37
Besides showing purchase interest,
consumers even posted the images
of their newly bought Estee Lauder
products as a way to support.
Click to see original content

38. SKII sent 3,000 virtual
reality glasses via its
Tmall VR lab campaign
Fans received VR glasses with
puchase, and content about SKII
facial treatment essence.
SKII gained over 160,000
followers and was #1 in Tmall
sales of premium skincare
category during the 6.18 period.
TACTICS
38
Received VR
glasses and
commented
about them
being a
premium
gadget
Compared
personal
experiences
using the
SKII VR
glasses vs.
IMAX

39. 39
HOW TO PARTICIPATE?
Lessons for Brands

40. Key lessons from 6.18
40
THINK MOBILE
FIRST
Mobile is a primary
medium for
internet access and
online shopping,
and should be
carefully considered
upfront.
Campaign
mechanisms should
be made mobile-
friendly, with low
entry barriers for
easy par2cipa2on.
How can brands use social media to improve Ecommerce performance?
TARGET THE
RIGHT
PLATFORMS
Demographics and
age skew should be
considered when
choosing social
media channels
with a clear
defini2on of
whether targets are
primarily in top 2er
or lower 2er ci2es,
and which
plaorms are most
used in each area.
BE SIMPLE AND
ENTERTAINING
As a fundamental
content rule, videos
and humor are
great tools to
deliver a message
that can trigger
broad sharing
among target
audience.
Always remember
to be on-equity and
consistent.
LINK BENEFIT TO
MECHANISM
Choice of
mechanism should
always reflect
consumer benefit,
without which
consumers will lack
a call to ac2on.
These consumer
benefits could be
both func2onal (e.g.
price discount) or
emo2onal
(excitement, fun,
new experiences).
INFLUENCERS
ARE KEY
While not all brands
have the luxury of
working with
celebri2es, it’s
worth considering
other op2ons, like
working with hosts
on live broadcast
plaorms or
internet bloggers
who are most
relevant to the
category.

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