Will China’s ‘Singles Day’ direct the future of social media in Australia?
In China, there’s one day of the year that provides retailers with a bigger payday than Black Friday and Cyber Monday combined, and, Suzie Shaw explains in this guest post, the way brands use apps is redefining the customer journey.
November 11 is ‘Singles Day’ in China. It’s the day on which, last year, a record $14 billion worth of goods was sold in 24 hours.
And this year is expected to be even bigger, with promotional activities including an eight-hour live-streamed fashion show and a concert by Katy Perry. Yet it’s entirely possible you may never have heard of it.
Singles Day (Guanggun Jie in Chinese) is a fairly recent phenomenon, which began with bachelors celebrating their single status every 11th of November.
