SHANGHAI (13 November 2019)– ALDI CHINA capped off another successful year of participating in Alibaba’s Singles’ Day shopping festival on 11 November. Through promotions, livestreaming sessions and collaborations with key opinion leaders (KOL), ALDI CHINA was the top performing grocery retailer on Tmall, bringing its high quality products at great value to more Chinese consumers.
ALDI CHINA has joined in Alibaba’s shopping extravaganza since 2017, and for the first time offered both online and offline deals to customers in China. Hero products include products from ALDI’s beauty brand Lacura, Hungry Nomad’s self-heating hot pot, Forresters Pistachios and Pure Vida Sunflower Oil, which were all available in-store and online through Tmall and food delivery platform Ele.me. At the same time, ALDI CHINA offered great deals to ensure customers enjoy one of China’s most important shopping festivals.
In the lead up to Singles’ Day, ALDI CHINA worked with popular KOLs on Weibo and TikTok to promote popular products like Forresters Pistachios as well as locally sourced Sprinters Honey Butter Almonds.Leading up to Singles’ Day, ALDI CHINA held over 60 in-store livestreaming sessions on Tmall with top KOLs including Chinese celebrities. These livestreaming sessions gave consumers an opportunity to see the products in use, interact with their favourite celebrity and KOLs over the products and also captured the sense of excitement as consumers made their purchases.
The livestreaming sessions resulted in substantial sales of more 100,000 units of Farmdale milk powder, 30,000 units of sunflower oil and60,000 units of butter almonds, all within the first five minutes of the day. These purchases eventually contributed to Alibaba’s reported gross merchandise volume of USD 38.4 billion.
“We are very happy with the response to our Singles’ Day campaign,” said Chen Yougang, Chairman of ALDI CHINA.“ Customers were excited about the products that we had on offer on Singles’ Day, and their trust in us helped us reached our goals. We would like to express our sincere gratitude to everyone who supported us, and we will continue bringing high quality products at great value to even more consumers here.”
ALDI CHINA’s teams and its partners have been working together months before Singles’ Day to provide a seamless experience for consumers on the day, and all customer service representatives were trained to respond to any question customers might have. ALDI CHINA’s logistics partner also stepped up to deal with the increase in orders and deliveries.
This year, ALDI CHINA has embraced new retail strategies to allow Chinese consumers to shop for high quality products at great value not only on Tmall but also in ALDI CHINA’s pilot stores. On Ele.me, its Jing’an pilot store was ranked one of the top 200 stores throughout China and all five of its pilot stores were named the top performing stores in the local area (within a three-kilometre delivery radius). The success of ALDI CHINA's Singles' Day campaign has once again proved that its products are well-loved by local consumers, and ALDI CHINA will continue to evolve its assortment to better serve Chinese consumers.
