Singles day in China falls on November 11 because of the number of 1’s in the date. Traditionally, the holiday is to celebrate singlehood, but through the Internet, has become the largest shopping holiday. Last year, the holiday set an online shopping world record, with China’s biggest online shopping company, Alibaba, processing over $5.75 billion in a single (pun intended) day. See what several sports brands have done to attract and engage netizens on Chinese social media

1. 11.11 双⼀一节
Scoring Points on Single’s Day
Chinese Social Media Overview
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Introduction.
Though Single’s Day originated in the 90’s, it became a
booming online shopping holiday through the Internet.
It has now surpassed the combined sales of both America’s
Black Friday and Cyber Monday.

3. 61% 43% $2b
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The Numbers.
$9.3b
in online sales
from Alibaba
increase from
sales in 2013
of sales from
mobile devices
spent in the first
hour of sales

4. Why football accounts
paid attention…
Knowledge & Expertise | Show knowledge of the Chinese
market and culture.
Potential Exposure | Catch the attention of China’s active
1/2 billion internet users on one of the busiest days online.
Online Sales | Experience huge volume of purchases during
the world’s largest e-commerce sale.
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Tottenham Hotspur
WeChat contest in the week before Singles Day
to win a Spurs gift bundles:
250 Engagement
Weibo contest on Singles Day to win a Spurs
away jersey:
1,000 Engagement
Free delivery to China on purchases from
the official global store.

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Liverpool FC
11 mini-contests published throughout the
day on Sina Weibo. Contest were posted
at one-hour intervals starting at 11:11am:
1,300 Engagement
Discount prices for all products from
their official China store.

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Bundesliga
Weibo campaign in the build-up to Singles Day
with a signed jersey and Bundesliga gifts to be won:
400 Engagement
Weibo contest with a Bundesliga shirt to be won
on Single’s Day:
150 Engagement

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Insights.
Out of the 30 active clubs online, only 8 accounts ran
online promotions or directed fans to their online store.
This highlights the missing link between accounts that are
actively engaging with their fans audience and those who
are merely translating global content: cultural awareness.

9. thanks for listening ;)
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