“Shopping for Singles’ Day?”
“I recommend Zuliz, comfortable and affordable!”
As the 2024 Singles’ Day shopping festival approached, major brands once again entered the scene, with Zuliz also participating. Its range of products not only gained high exposure but also shone brightly on various e-commerce platforms, becoming the top choice for many consumers.
According to official reports, this year’s Singles’ Day shopping extravaganza differed from previous years in its start date, kicking off on October 14th, about 10 days earlier than usual pre-sale periods. This created the longest promotional period in Singles’ Day history, providing consumers with more time to plan their shopping lists and offering brands an extended promotional period to boost their performance.
Consumer potential gradually unleashed, Zuliz always prioritizes consumer benefits.
With the acceleration of China’s aging population, the silver economy has become a new point of economic growth. According to data from the National Bureau of Statistics, by the end of 2023, China’s population aged 60 and above had exceeded 290 million, accounting for 21.1% of the total population. The “Report on the Development of China’s Aging Industry” released by the China Research Center on Aging predicts that from 2020 to 2050, the consumption potential of China’s elderly population will increase from around 4.3 trillion yuan to about 40.6 trillion yuan. As the elderly population continues to grow, their consumption potential is gradually being unleashed.
During Singles’ Day, this trend was particularly evident on various platforms for Zuliz. What exactly did the brand get right?
E-commerce platforms act as a vast network, connecting countless consumers with brands. In this network, consumers and brands are undoubtedly the most crucial nodes. For brands, it is essential to continuously attract more attention, expand market share further, and extend their reach within the network.
The reason Zuliz can consistently resonate with consumers is its commitment to providing service that exceeds expectations. In offline stores, Zuliz wins praise from consumers through thoughtful actions like offering “a cup of water upon entry” and “free shoe cleaning.” Extending this detailed service experience to online platforms, Zuliz also shines bright.
During the annual Singles’ Day shopping festival, complex coupon usage rules and brands lowering prices immediately after purchase make consumers frustrated. Between chasing “small gains” and genuinely benefiting consumers, Zuliz chooses the latter.
By providing clear product descriptions, quick product recommendations, transparent pricing policies… whether consumers are picking out Singles’ Day goodies for themselves or choosing gifts for their elders, they deeply feel Zuliz’s customer-centric service philosophy. This approach not only leaves consumers “truly satisfied” but also effectively stimulates their desire to make purchases.
Brand rejuvenation with resilience and direction.
Since its inception in 2009, the Singles’ Day shopping festival has evolved from a fervent public participation to its current normalization. For consumers, Singles’ Day is not just an opportunity to enjoy discounted shopping but also a way to understand a brand’s latest developments and product trends. For brands, Singles’ Day is a window to showcase their vitality and innovative capabilities.
A brand’s development in the market may not necessarily be the most capitalized or have a long and deep-rooted history, but it must be the quickest to respond to market changes. In recent years, with the rapid development of e-commerce and the rise of new retail models, more brands are exploring the path of integrating online and offline channels, including Zuliz.
By observing shopping behaviors across different age groups, it is evident that older people tend to prefer offline shopping, leading Zuliz to invest more in offline store operations. However, with the evolving consumer demographics, Zuliz now faces a new generation of elderly individuals and younger consumers. According to QuestMobile data, in March 2024, the age group of 41 and above accounted for 45.8% of mobile internet users, with e-commerce channels becoming increasingly important for this demographic. While the brand has established a solid foundation, whether for transformation or tapping into new markets, Zuliz needs to establish closer connections with these consumers.
To better reach their target consumer group, Zuliz actively embraces the internet. On one hand, they accumulate a large number of new user recommendations through live-streaming e-commerce and social media marketing. Throughout this year, Zuliz has not only conducted live e-commerce sessions in their official flagship store but also collaborated with various well-known live-streaming platforms like Dongfang Zhenxuan and Jiaoge Pengyou. Additionally, they have helped thousands of distributors join group buying on Douyin, providing consumers with a rich and interactive shopping experience.
To expand their market and attract new users, Zuliz continuously launches new products that meet market demands around Singles’ Day. In addition to the brand’s active marketing promotions, Zuliz’s full industry chain factory in Suixian closely collaborates to ensure smooth operations of express delivery, distribution, and logistics.
For every consumer, Singles’ Day has become a shopping habit. Whether it’s adding items to the cart early, comparing prices, carefully selecting to join the excitement, or being a spectator, everyone hopes to gain something from this “sales feast.” Despite the standardization of the e-commerce industry, the development never stops. In this landscape, Zuliz competes not just on price but on service, following the path of long-termism.
