• +44(0) 207 458 4147
  • English
    • Deutsch (German)
Regroup China
  • About Us
    • About Us
    • Our Team
    • Careers
  • Services
    • Market Entry Strategy
    • Achieving Fame
      • WeChat
      • Weibo
      • Little Red Book
      • Douyin
      • China Social Media Workshop
    • Building Sales
      • Market Place
        • Jing Dong
        • Tmall
      • SEO for China
      • PPC for China
    • Website Design and Build
    • Reputation Management
    • Localising Content
  • Our Work
    • B2C
    • B2B
    • Education
    • Food and Drink
  • Briefing
    • News
    • Events
      • WeChat Mini Programs
      • Rethink China
      • E-Commerce in China
      • ORM – China
  • Contact Us

Briefing

Sign-up for our tailored news service
  1. Home
  2. Blog
  3. Double 12

What is Double 12? And Why is it Important for Western Brands?

  • November 30, 2019
  • Posted by: regroup

For retailers in the West promoting their products to China, the emergence of Double 12 (12th of December) is becoming more and more a key event that needs to be factored into the marketing mix.

What is Double 12?

Double 12 is a sales day cut from the same cloth as Singles Day in China (11th November) or Black Friday in the West.

Double 12 grew out of Singles Day, which is very much the dominant sales date in China, but important for advertisers perhaps with lower budgets than the mainstream brands who dominate Singles Day. Double 12 gives smaller brands a chance to get cut through in terms of advertising visibility.

Double 12 was initially launched by Alibaba to promote Taobao, which features mid-sized retailers typically. It was originally launched as a means of addressing negative perceptions around the prominence of fake product sales.

It’s getting bigger

Double 12 is on the ascendancy – over a million brands, catering for over 110 million buyers last year – it’s not Singles Day, but it is becoming more and more important.

Think offline and online

Double 12 is also known for offering integration of on and offline, with promotions placed on flyers and outdoor advertising, as well as via digital channels. Alibaba powers the event, meaning that consumers can rapidly pay on their mobiles and enjoy heavy price discounts.

What does this mean for Western Brands?

Double 12 favours mid-sized brands, so you don’t need to be a Pepsi or a Nike to gain traction during 12/12.

Some brands also tie 12/12 with 11/11, as a second wave of promotions, all part of a centralised strategy, that leads up to Chinese New Year which falls on 25th January 2020.

Double Twelve now covers merchants across all the continents, not just Asia, with c 100,000 overseas merchants using Alipay to offer exclusive online discounts for big date.

Planning Ahead

As with any digital marketing push, it needs to be planned. Think integration, using multiple channels for maximum traction, tying in activity with a Chinese web site, WeChat and Weibo, as well as Taobao.

Activity should be mobile-first, given that the vast majority of web use in China is via mobile. So all tactics need to be clearly executed on the hand set.

The run up to Double 12 is upon us.

Contact Regroup China for your Chinese digital marketing requirements – What we do transforms businesses.

CATEGORIES

  • Blog
  • China Ready
  • Events
  • Exporting to China
  • In The News
  • Latest News
  • ORM in China
  • Project Latest
  • Projects
  • Uncategorized
  • WeChat

RECENT POSTS

  • WeChat Mini Programs – Selling to China via WeChat Webinar – 19th October 2023 – 11am to 12 UK time. September 13, 2023
  • Introducing Fintiba in China: Fintiba Chinese website is now live June 22, 2023
  • Upcoming webinar | Establishing an Online Presence in China: PIPL, SEO, PPC May 15, 2023
  • Regroup China launches ILFORD Photo’s Chinese web presence April 28, 2023
  • Top 5 China E-Commerce Trends to Watch In 2023 April 20, 2023

Address

Address:

Regroup London:
1 Fore Street Avenue, London, EC2Y 9DT

Regroup China:
13 Floor, East Ocean Center, Yan-An Road (East) 588, 200001 Shanghai, China

Room 1107, T.P.Plaza, Liu Hua Road 9/109, 510010 Guangzhou, China

Regroup Germany:
Schlachte 39, 28195 Bremen, Germany

Email

EMAIL:

info@regroup-china.com

Phone

PHONE:

Regroup London
+44 (0) 207 458 4147

Regroup Germany
0049 (0)421 1769 1233

ABOUT US

Formed by experienced technicians and digital marketers, Regroup China is a specialist digital agency committed to helping Western-brands define and action strategy for growth in the World’s largest online marketplace.

#Rethinkchina

OUR SERVICES

  • Market Entry Strategy
  • Achieving Fame
  • Building Sales
  • Design & Build
  • Reputation
  • SEO for China
  • PPC for China
  • WeChat
  • Weibo
  • Weibo Account Set-Up
  • Weibo Advertising
  • Baike Set-up

AHK Greater China partner

Twitter

RegroupChina Follow

We are an award-winning digital agency committed to helping Western brands define and action growth for China #rethinkchina 🇨🇳

RegroupChina
regroupchina RegroupChina @regroupchina ·
13 Sep

Check out my latest article: WeChat Mini Programs – Selling to China via WeChat, 19th October 2023, 11 am – 12 UK time via @LinkedIn

Reply on Twitter 1701902091592056867 Retweet on Twitter 1701902091592056867 Like on Twitter 1701902091592056867 2 Twitter 1701902091592056867
regroupchina RegroupChina @regroupchina ·
12 Jul

Introducing Fintiba in China: Fintiba Chinese website is now live

Reply on Twitter 1679132931086794759 Retweet on Twitter 1679132931086794759 Like on Twitter 1679132931086794759 2 Twitter 1679132931086794759
regroupchina RegroupChina @regroupchina ·
15 Jun

Great to be a #pittiuomo this week in beautiful Florence. Fantastic to hook up with our clients in the fashion space and to meet up with new contacts.
#rethinkchina

Reply on Twitter 1669236349159849984 Retweet on Twitter 1669236349159849984 1 Like on Twitter 1669236349159849984 3 Twitter 1669236349159849984
regroupchina RegroupChina @regroupchina ·
25 May

Great to be mentioned in China Briefing this week in reference to our upcoming webinar with #DezanShira, where we will be discussing the basics of Personal Information protection (PIPL), SEO for Baidu, Pay Per Click (PPC), and more.

Reply on Twitter 1661725319567663104 Retweet on Twitter 1661725319567663104 2 Like on Twitter 1661725319567663104 3 Twitter 1661725319567663104
Load More

Instagram

regroupchina

Great to be at #pittiuomo this week in beautiful F Great to be at #pittiuomo this week in beautiful Florence. Fantastic to hook  up with our clients in the fashion space and to meet up with new contacts
#rethinkchina
Great to be mentioned in China Briefing this week Great to be mentioned in China Briefing this week in reference to our upcoming webinar with #DezanShira, where we will be discussing the basics of Personal Information protection (PIPL), SEO for Baidu, Pay Per Click (PPC), and more.
 
For those who have an online presence in China looking to be compliant with relevant laws such as Personal Information Protection Law (PIPL) or looking to establish a web presence and improve Search Engine Optimization (SEO), please register here: 

See the full China Briefing article here: https://www.regroup-china.com/?p=2946&preview=1&_ppp=8e8e778691

This article was first published by Asia Briefing, which is produced by Dezan Shira & Associates. The firm assists foreign investors throughout Asia from offices across the world, including in China, Hong Kong, Vietnam, Singapore, Indonesia, India, Dubai, and Russia. Readers may write to maria.kotova@dezshira.com for more support.

#rethinkchina
#PIPL
#BaiduSEO
#BaiduPPC
Great trip to Shanghai at the Beauty Expo. A big t Great trip to Shanghai at the Beauty Expo. A big thanks to all the team for making it happen.
Planning to establish an online presence in China? Planning to establish an online presence in China?

Join our exclusive webinar discussing the complexities of establishing an online presence in China.

Our experts will cover #PIPL, #SEO, and #PPC for #Baidu and discuss #regulations governing #data protection, privacy, and site speed in China. With keynote speakers Richie He, Business Advisory Assistant Manager of Dezan Shira & Associates and Scott Muir, Director and Founder of Regroup China, you’ll gain valuable insights into:
➡️Personal Information (#PI) protection
➡️Privacy notices
➡️SEO protocol for China
➡️Baidu’s paid search

https://www.regroup-china.com/upcoming-webinar-e/

#RegroupChina
Great to be at #chinabeautyexpo today representing Great to be at #chinabeautyexpo today representing #emmahardie
Top 5 China E-Commerce Trends to Watch In 2023 As Top 5 China E-Commerce Trends to Watch In 2023

As we ramp up to 6/18, and beyond, read all about the key trends we can expect to see during the remainder of '23 in the online world in China - 1 billion consumers, 45% of all retail sales, rising consumption of pet care and outdoor products, Gen-Z shoppers; a must-win battle....

https://lnkd.in/eNQ5DDG9
#chinadigitalmarketing
At #watchesandwonders2023 this weekend. Great to m At #watchesandwonders2023 this weekend. Great to meet existing clients and to make new acquaintances.
Magnifique
#watchesandwonders
At the Chic China International Fashion Fair yeste At the Chic China International Fashion Fair yesterday. Great to catch up with clients and make new contacts.

A fantastic event with real value, thanks to the organisers and exciting to see China up and running with no restriction events.

#chicchina
#shanghaifashionweek
#rethinkchina
Key Seasonal Dates to consider in China, 2023. Co Key Seasonal Dates to consider in China, 2023.

Contact us at info@regroup-china.com to reach the world's largest online market.

#digitalmarketingchina #wechatmarketing
#RegroupChina
#RethinkChina
Wishing everyone a merry Christmas and a prosperou Wishing everyone a merry Christmas and a prosperous New year
Skincare brand Emma Hardie Launches Multi-Channel Skincare brand Emma Hardie Launches Multi-Channel E-commerce Strategy in China with Regroup

Pioneering British skincare brand Emma Hardie has launched a new multi-channel strategy in the Chinese market this Autumn, partnering with Regroup China. Emma Hardie’s new TMall Global flagship store and WeChat mini-program store went live in September, and are soon to be followed by flagship stores on JD.com and Douyin, all of which are sure to go down well with the brand’s passionate legion of followers in China.

The Regroup China team has also launched the brand across a range of Chinese social media channels, managing content on WeChat and Little Red Book, featuring influential beauty bloggers, adding to the buzz around products such as Emma Hardie’s multi-award-winning Moringa Balm, with personal reviews and beauty tips. 

Regroup are also managing live-streaming events featuring established beauty KOL names during the run up to this year’s all-important Single’s Day shopping festival on 11 November.

With sales growing daily, we’re excited to see what the future holds for Emma Hardie in China!

https://www.regroup-china.com/skincare-brand-emma-hardie-launches-multi-channel-e-commerce-strategy-in-china-with-regroup/

#rethinkchina #Wechatminiprograms #tmall #chinadigitalmarketing
John Smedley pushes forward this month in China, s John Smedley pushes forward this month in China, supported by Regroup China, sharing exclusive product news and style tips through its official accounts on WeChat, Little Red Book and Weibo, and also launching an e-commerce mini-program shop on WeChat, so customers can buy via China’s #1 app, thereby making the brand’s luxury merino wool and John Smedley’s sea-island cotton knitwear more accessible to China’s appreciating style-lovers.

#regroupchina #rethinkchina
Load More... Follow on Instagram

© Copyrights 2023 Regroup China. All Rights Reserved
Privacy Policy