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Introduction
Double 12 is a major mid-year shopping festival in China, offering overseas brands an opportunity to reach consumers after the Double 11 peak. Success depends on strategic targeting, localized campaigns, and understanding consumer behavior during this event. This article explores actionable strategies to attract, engage, and convert shoppers effectively.
1. Segment consumers effectively
1.1 Use historical purchase data.
Analyze past festival behavior to identify high-value customers and repeat buyers. Segmenting allows for personalized offers and improved conversion.
1.2 Create demographic and psychographic profiles.
Consider age, location, lifestyle, and purchasing preferences to tailor marketing messages that resonate with each group.
2. Personalize promotional mechanics
2.1 Offer tiered discounts and exclusive bundles.
Design early-bird deals, deposit-based promotions, or limited-time offers to incentivize purchase while sustaining engagement throughout the event.
2.2 Introduce gamified incentives.
Interactive mini-games, lotteries, or unlockable rewards can increase participation and encourage higher spend.
3. Optimize multi-channel outreach
3.1 Coordinate campaigns across key platforms.
Engage audiences on Douyin, WeChat, RED, and e-commerce stores to maximize visibility and interaction.
3.2 Use influencer marketing strategically.
Partner with KOLs whose audiences align with your target segments to amplify messaging and drive trust.
4. Enhance logistics and customer experience
4.1 Align inventory with predicted demand.
Ensure sufficient stock and coordinate with fulfillment partners to prevent delays and stockouts.
4.2 Provide responsive post-purchase support.
Clear communication, timely delivery updates, and accessible support build trust and encourage repeat purchases.
5. Evaluate performance and refine strategies
5.1 Track key metrics.
Measure traffic, engagement, conversion rates, and ROI to assess campaign success.
5.2 Iterate for future festivals.
Use insights to optimize offers, messaging, and creative for upcoming events.
Case Study
A European cosmetics brand segmented its audience by purchase history and social media engagement during Double 12. Using early-bird discounts and livestream demonstrations with a mid-tier influencer, the brand increased conversions by 28% and significantly boosted repeat purchases within the month following the festival.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
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