November 11th is getting closer and closer, which as we know is Singles’ Day, and this day has a vital importance for e-commerce, since a large number of online stores celebrate this date one of the biggest sales campaigns of the year.
AliExpress is one of the largest and most famous shopping portals in China and its vast majority of sales are focused as a result of the celebration of this holiday.
In this post we’re going to explain how the Single’s Day works in AliExpress and how it works in relation to the online market.
Table of contents
What is Single’s Day
Single’s Day is a holiday originally created and commemorated in China, with the intention of celebrating the pride or positive feeling of being single.
This holiday is celebrated on November 11 every year. This date was chosen for a reason, and that is that in Chinese culture the number 1 represents a single person. This commemoration had its origin in Nanjing University in 1993, initially only men celebrated it, but this has been changing to include women as well.
Being a very popular event originally in Chinese universities, this date aims to help socializing among singles, holding events such as blind dates or singles meetings.
Evolution of Singles’ Day in online commerce
What originally started as a fun and jocular holiday in China, has been expanding around the world, especially incorporating it as a great opportunity for online commerce.
This holiday gradually transformed into a total liquidation of products, in virtually all categories. Seeing this evolution over the years, online stores offer great discounts of up to even 99%.
Thus currently this holiday is characterized by a peak in online sales due to the great offers and discounts by online stores, with the clear objective of benefiting from this event worldwide.
AliExpress is the star retailer during Singles’ Day
On average, 3 out of every 4 online purchases are made on AliExpress during the Singles’ Day promotional period. This makes it the leading online sales platform during this period.
As I have already mentioned, this is achieved with great discounts and promotions.
The Consumer Organization gives value in a statement that what consumers most like or interests them in this period (to a greater extent in Chinese online stores), is on the one hand the wide range of products offered and on the other hand the reduced prices of the products.
In the same way, it should be noted that users are less satisfied with the date and time of delivery of each product, sometimes delayed. This can be noted as a negative point.
AliExpress “Singles’ Day” in Spain
The next november 11th starts the long awaited Single’s Day, an event which AliExpress hopes to turn into the most consumed event in Spain during the two days of its duration. Thousands of companies of different characteristics and Spanish consumers will be waiting for you to access great deals and discounts.
According to Rubén Bautista, director of operations of AliExpress in Spain, “One of the requirements we demand from sellers is to offer the minimum historical price of the year. Thus, there are discounts of up to 70% off”. In addition, in relation to the purchase, the consumer will also be able to benefit from discounts depending on the total expenditure made.
In relation to logistics, i.e. all the processes that have to be put in place for a given product to reach the consumer, AliExpress has also taken steps to speed up and make the process more efficient.
In this sense, there will be collaborations with companies such as Correos, AMS, GLS among others, with the clear intention of making the whole process much faster. In addition to the objective of selling within a maximum period of three days all the products stored in Spain, where it has 3 industrial storage warehouses in the outskirts of Madrid.
As you can imagine, it’s a very ambitious goal, but not impossible due to the large online consumption in this period and the growing trend of the same in recent years. In addition, as I said, it will have great offers and promotions only seen in this time of year.
Marketing strategies adapted to the Spanish market
In past years, AliExpress launched some actions focused directly to the Spanish market.
More specifically, a televised mega draw, which was viewed the night of November 11 on Antena 3, in a show presented by Spanish television presenter and model Eva González.
In this program more than 1000 items of different economic value were distributed and Spanish consumers were able to purchase them.
These types of events are not only intended to increase online consumption in Spain during this period, but also to increase visibility and awareness of this holiday and the associated offers in online commerce.
Spain even obtained the second position as the market with the highest volume of sales, only behind Russia and ahead of countries like USA and France.
The products that are most sold among the Spanish consumers are those related to electronics, such as smartphones or entertainment and household items, explains Estela Ye, the director of AliExpress in Spain, Portugal and Italy.
Year-on-year growth
In Spain, the expansion of consumption on the Singles’ Day holiday was driven by the Chinese e-commerce platform AliExpress.
To give us a clearer idea, in 2019, it surpassed $38.4 billion in sales, which is 25% more than last year, 2018. On the other hand, there has also been quite a noticeable increase in brands participating in Singles’ Day. While in 2008 they were 27, in 2019 more than 200,000 participated.
As we can appreciate, in recent years it has had a very large growth both in turnover and in companies involved. And it’s expected that this upward trend will continue in the following years.
In relation to international orders
In relation to international product orders, more than 700 flights were be put in place, with the clear objective that the increase in product sales wouldn’t affect the delivery of the products. Trying to make cross-border package shipments in half the time.
In AliExpress, it’s estimated that the average time will be reduced by 30% to be able to make the delivery in a maximum of 10 working days.
Conclusions
The festival of Single’s Day began as a commemoration of pride for being single in Chinese universities and over the years it has evolved into online sales, offering a huge variety of products with incredible offers and promotions.
In the Spanish market, it is one of the most important dates when it comes to purchasing and is expected to remain like this in the following years.
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