A Fierce Competition among E-commerce Platforms during Chinese Valentine’s Day: An Originality-oriented Sweet Marketin

Based on the data of “ E-commerce Advertising in Chinese Valentine’s Day” tracked from Jul. 20 to Aug. 20 of 2018, ZingFront Data Team analyzes the innovative advertising of  e-commerce.

The report focuses on classification, channels and originality of the advertising, in which the e-commerce advertising during Chinese Valentine’s Day is collated to provide some reference for the advertisers and media platforms.

Over 30,000 pieces of e-commerce advertising launched during Chinese Valentine’s Day were collected by SocialPeta, with 71% in domestic market and 29% in overseas countries. Judged from the channels of promotion, JD achieved the highest penetration rate. With its constant improvement on the advertising tracing performance, the advertising data acquired by SocialPeta will be able to reflect the change trends in launching markets in a more comprehensive way. Below are some insights into the trends of e-commerce advertising during Chinese Valentine’s Day:

1.Fierce competition among domestic e-commerce platforms during Chinese Valentine’s Day: selling points in assisting with love confession and increasingly prominent demand of entry-level luxury brands

The “economy of romance” driven by Chinese Valentine’s Day has made the festival a fierce competing place for merchants. The best way to show one’s love for a girl is to buy her many things. During Chinese Valentine’s Day, e-commerce platforms welcomed a peak of sales. Among the consumers during the Chinese Valentine’s Day, post-80s accounted for 41% while post-90s accounted for nearly 29%. Compared with the past, this year is marked with a rapid increase in the proportion of  post-1995 generation in total consumers.

As the living standard is constantly improved, the festival gifts also tend to reveal the trend of “luxury”, extending from common chocolate and flowers to richer categories. For instance, the sales of luxury goods grew by 78% during two weeks preceding the Chinese Valentine’s Day, whereas the sales of mobile phone and digital products went up by 59%. This year’s Valentine Economy is also characterized by the rising reserved orders and high sales of entry-level luxury and wedding dress.

Chinese Valentine’s Day is a day of affection. More and more people choose to express their love for someone in this day, so many e-commerce platforms make use of marketing to promote some “commodities to help with love confession”. On JD, there was a special column called “Good Gifts for Love Confession” where commodities were classified into “sweet”, “beautiful” and “stylish”. Under the promotion of e-commerce platforms, the column turned to be quite “high-end”.

Though being stereotyped for Chinese Valentine’s Day, flowers, diamonds and movie still enjoyed much popularity. Besides, in this day, movie tickets and restaurants were also quite popular in Meituan App. More advertising about movies were launched.

2.Increasingly prosperous cross-border e-commerce and hot market in Southeast Asia during Chinese Valentine’s Day

With globalization of festivals, Chinese Valentine’s Day is no longer exclusive to couples in China and gradually becomes westernized; it gets more and more popular in the regions affected by Chinese culture such as Korean Peninsula, Southeast Asia, Japan and even among overseas Chinese in European and American countries. In this Chinese Valentine’s Day, many overseas e-commerce platforms also launched some characteristic activities in the hope to make a bundle.

Among the competing e-commerce platforms during this Chinese Valentine’s Day, Chinese overseas e-commerce platform Club Factory, Southeast Asian e-commerce platform Shopee and cross-border e-commerce platform Dhgate presented the best performances, followed by Indian Snapdeal. The e-commerce platforms in Middle East and Taiwan lagged behind due to low size and late starting.

In Japan, the most popular activity during Chinese Valentine’s Day is shopping. The top 1 e-commerce advertiser during this Chinese Valentine’s Day around the world is the Japanese wedding ring brand Diamond-Shiraishi. The brand offered several discounting activities involving loose diamond, ring setting, diamond ring and some accessories. The commodities directly mailed to China were prepaid with customs duties, and additional discount was offered for orders paid through telegraphic transfer.

3.Platinum and diamonds took a lead in marketing ranking during Chinese Valentine’s Day

In accordance with e-commerce data release by JD Big Data Research Institute, the best sellers during Chinese Valentine’s Day were platinum and diamond. Furthermore, the sales of karat gold accessories also grew by 1.2 times. It seems men spend more money than women, whereas women receive more gifts and happiness.

From traditional offline promotion to diversified online marketing and online to offline combination, the festival marketing is no longer limited to “promotion” in the simple sense. Different brands come to interpret their own features in a more profound way.

A good marketing idea can always win the heart of many consumers who will voluntarily initiate secondary transmission. In this way, a typical viral marketing is formed. Among the best sellers during Chinese Valentine’s Day, diamonds come atop, especially those of KELA and GINZA DIAMOND SHIRAISHI.

As traced by SocialPeta, the most popular advertisement in China during Chinese Valentine’s Day was from KELA. The advertisement was mainly launched in Jinri Toutiao for 11 days during which it was played for 320,000 times and achieved conversion for 1,782 times. Thus, diamonds were really hot among the consumers.

When Chinese Valentine’s Festival came to an end, the winner of the marketing competition among luxury brands appeared. According to the statistical data of LADYMAX, at least 15 representative luxury brands promoted special products for Chinese Valentine’s Day on e-commerce platforms this year.

It was found by SocialPeta that the hottest advertising material around the world was Chanel, and Facebook was its dominating promoting channel. The advertisement was launched in Facebook for 1 day and played for 230,000 times and converted for 1,300 times.

An Analysis of E-commerce Advertising During Chinese Valentine’s Day