Global brands use different strategies for mega event

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02:44

November 11 is also known as Double 11, China's mega shopping event of the year. Ahead of the online frenzy, a growing number of global brands have developed different strategies to boost their sales on the day.

Florihana's CEO Alain Durante tells CGTN's Wu Lei that he uses five e-commerce platforms to sell products. /CGTN Photo

Alain Durante is the Chief Executive Officer (CEO) of a small but niche French cosmetics brand Florihana. At the China International Import Expo (CIIE) in Shanghai, he showcased a brand new product. Visitors were unable to purchase these samples at the booth, but they don't have to wait long, with the item ready for sale on November 11.

Durante told CGTN that the experience and feedback of using these online platforms are excellent because it is very easy to reach the end-users. Last year they saw about 38,000 orders on that day, and this year they expect to double the number.

Like Durante, many are now working with different e-commerce platforms to launch some of their latest products.

Some global brands choose to operate their own online stores offering discounts. /CGTN Photo

Sebastian Kraus, CEO of Bodyguard Pharm told CGTN that his company has their own e-commerce platform with the team in southern China's Shenzhen. It was amazing they had so many customers on November 11. And for this year they prepare a lot of good promotional activities for customers, which is common in Germany.

Japanese electronics giant Panasonic has been participating in China's Double 11 shopping bonanza for almost 10 years.

Panasonic's strategy combines both traditional brick-and-mortar stores, and online platforms. /CGTN Photo

Raymond Li, the Tmall Manager of Panasonic Appliances Company (China) Co., Ltd. told CGTN that Panasonic hopes to make better use of their stores so that the online and offline resources can be integrated to offer the best services to their customers.

That means no matter where you go, some discounts will always be there.

Many foreign brands say China's double 11 has innovated their marketing strategies. /CGTN Photo

In recent years, Panasonic has been paying more attention to China's Double 11 shopping festival. Raymond Li said recently they have had to report the preparation process for the event each week. Then new ways of sales will be found and understood and will be finally used to promote these strategies in the Japanese market.

As China plans to import over 40 trillion US dollar worth of goods and services over the next 15 years, a growing number of small and medium-sized global brands are using different methods to attract Chinese consumers on this special day and beyond.