Bigger than Black Friday and Cyber Monday combined, the world’s largest e-commerce holiday Singles Day has become an opportunity for brands reaching out to the Chinese diaspora in North America.
Brands including Michael Kors, Coach, Lancôme, YSL Beauty, Alexander McQueen, and Estee Lauder are just a few of the names offering Singles Day deals in North America this year aimed specifically at Chinese consumers living abroad.
Most premium brands launching promotions are doing so with the help of US-based online deals site Dealmoon, which was founded in order to help brands reach the affluent millennial Chinese diaspora in North America, including students and young professionals. Participating brands include a range of luxury fashion and beauty labels, as well as department stores like Neiman Marcus and e-tailers like Farfetch.
Dealmoon reached Chinese shoppers through the use of WeChat Moments advertising targeted directly at users residing in the United States. In WeChat’s push to attract global advertisers, it recently added the feature which allows advertisers to not only target based on geolocation, but also based on how long a user has been present in a certain region. This lets brands know whether they’re targeting someone in the US long-term for work or school, or a traveling Chinese shopper.
For the most part, US-based brands are using Dealmoon’s Singles Day landing page to promote discounts that aren’t necessarily branded as Singles Day deals. But some brands are going all in on Singles Day—SK-II has a Singles Day mask promotion listed on its US site, which is also linked from Dealmoon.
In addition to the North American Chinese diaspora, Alibaba is working to spread Singles Day globally in a range of locations. Southeast Asia is a major focus as Alibaba-owned Southeast Asian retailer Lazada has been heavily marketing Singles Day promotions.