Social Data Research: Analyzing Consumer Behavior During Double Day through the 11.11 Campaign by transcosmos
As we approach the end of 2024, the trend of shopping on e-commerce platforms continues to gain momentum, especially during the Double Day events when various brands compete fiercely with hot promotions every month. These events have become highly anticipated shopping festivals for online shoppers, from the beginning of the year until the double-digit days at the end of the year. Many brands are now preparing their strategies for 2025, and a key question arises: Do Double Day promotions still capture customers' attention? And is it worthwhile to continue these promotions in the future? Therefore, conducting Social Data Research to analyze consumer behavior in online shopping will undoubtedly provide valuable insights, helping businesses create more accurate and effective strategies moving forward.
Contents
1.From the Singles' Day Shopping Campaign to the Double Day Festival for Shoppers
2.The Most Popular E-commerce Platforms That Are Widely Used During The 11.11 Campaign
3.TOP 5 Best-selling Product Categories on E-commerce Platforms During The 11.11 Campaign
From the Singles' Day Shopping Campaign to the Double Day Festival for Shoppers
The origin of the Double Day festival for shoppers around the world began with Alibaba, the Chinese e-commerce platform pioneer. It started with November 11, Singles' Day, which encouraged single people to shop for their own happiness. Since then, 11.11 has become one of the most successful marketing phenomena, generating the highest revenue in China, and eventually evolving into the global Double Day culture, as same as the Black Friday tradition.
The Most Popular E-commerce Platforms That Are Widely Used During The 11.11 Campaign
An overview of the 11.11 campaign from November 1 to November 12, 2024, shows that during the one-week Pre-Launch period leading up to the 11.11 event, various e-commerce platforms began promoting through a variety of activities. These included countdowns to major discount promotions, free shipping coupons, and the use of social media for promotion, including influencers, artists, and actors, who garnered significant attention on social media from their followers. The most popular e-commerce platforms during the 11.11 campaign were ranked as follows:
- Lazada
- TikTok
- Shopee
It was found that the most popular e-commerce platform, Lazada, received a lot of attention especially after the launch of artists and actors through brand posts, as well as having these celebrities promote the campaign on various channels. During the campaign, artists and actors also participated in live sessions on the app.
The second platform is TikTok, which kicked off the ultimate shopping event with the "TikTok Shop: Shop the Best Double Day Deals" campaign. It featured many artists, actors, and influencers to promote the event. What set TikTok apart from other e-commerce platforms was its use of creative creators who sparked trends and captured attention through product reviews based on real-life experiences. The content was easily understandable and relatable, gaining significant traction on social media.
Lastly, Shopee also held Double Day promotions each month, but with less advance promotion compared to the other e-commerce platforms mentioned. It was observed that Shopee tends to focus more on its Birthday Sale with significant discounts on December 12, marking Shopee's anniversary, rather than on Double Day promotions in other months.
TOP 5 Best-selling Product Categories on E-commerce Platforms During The 11.11 Campaign
In an era where the internet connects people across the globe, the online market continues to grow rapidly. Today, E-commerce platforms have become a vital marketplace for businesses.
For the most competitive industries on e-commerce platforms during the 11.11 campaign, the ranking is as follows: Beauty products, electronics and gadgets, food and beverages, mother and baby products, and health products.
1.Beauty Products
The beauty product category experienced the most competition, surpassing other industries during the 11.11 campaign. Brands utilized celebrities and influencers to promote massive discounts and live streams on various platforms, which attracted a high level of engagement from fans during this period.
2.Electronics and Gadgets
Following closely is the electronics category, particularly gadgets such as headphones, speakers, phones, and computer accessories. These products received significant attention, especially from male consumers, with Munkonggadget generating the highest engagement.
3.Food and Beverages
With the development of more efficient delivery systems, ordering online no longer requires long waiting times. Some products, especially those that need quick delivery, can be shipped fresh and at the right temperature, including same-day delivery. Additionally, online promotions often offer better prices than in-store, making food and beverage orders more popular for consumers seeking freshness and value.
4.Mother and Baby Products
The online marketplace has become a go-to solution for new mothers, many of whom prefer to shop from home to take care of their babies. This has created a great opportunity for businesses in the mother and baby product sector to target online shoppers, offering everything from maternity wear to baby products and educational toys.
5.Health Products
As health and wellness trends continue to gain importance, products that promote better health, boost immunity, low-calorie foods, and healthy cooking ingredients have also become increasingly popular. This category is expected to continue growing in demand year after year.
Conclusion
The trend of shopping through e-commerce platforms continues to grow, especially during Double Day, However, a broad overview alone may not be sufficient for precise strategic planning. Conducting Social Data Research provides deeper insights into online shopping behavior, enabling the development of more effective strategies.
Transforming data into opportunities with social listening tools from transcosmos' team of professionals, ready to analyze and summarize key social media insights.
Interested in Social Analysis services or need more information? Contact transcosmos.
