Shinho Double Eleven Event

The 2019 Double Eleven Event has ended. Some are still waiting for their parcels to be delivered, and some are already indulging in the delight of opening their orders. More than 200,000 Tmall official flagship stores participated in the event and launched more than 1 million new products with more than 10 million products discounted. Taobao live stream also become a primary way of shopping for consumers.

Shinho online also achieved excellent results: Shinho LIU YUE XIAN Premium Soy Sauce ranked first in 2019 Tmall Soy Sauce sells; Shinho WEI DA MEI Premium Soy Sauce and CONG BAN LV Soybean Paste both saw an increase in sales for over 150%; other Shinho brands of soy sauce, vinegar, soybean paste and oyster sauce also increased in sales.

During the days leading up to the event, Shinho set up GMV targets to reverse trace consumer needs which allowed us to utilise vital touchpoints best. We released promotions in Taobao KeTao, Zhi Tong Che, Zuan Zhan, live streams, short videos with text and other channels. We also announced discounts in different stages to achieve the goal of letting old consumers introduce new ones while making the purchase themselves too. Shinho also made suitable investments in Taobao live streams which gave new products, such as WEI DA MEI hotpot base, a significant boost.

Shinho also used setting marketing as one of our most robust tools, because only when we communicate with consumers in the correct settings, can our brand speaks the right language. We found a particular purchasing environment for our products. Vouchers and red bags can also drive our consumers' desire to shop we release on operation platforms to help them get the best discount. Shinho's online shop was also ranked highly to get great exposure which resulted in a six times foot traffic increase compared to October.

On the day of double eleven, Shinho prepared for timeslots that often see a massive flow of orders. On the midnight of the day, the completed order is over 50%, so Shinho was ready to offer them the best shopping experience. Our customer service also answered their questions in the first instance. The total word count of our response is 1,017,774 words on the day alone with 100% respond rate. We will also use Zuan Zhan and other resources to reduce the number of cancelled orders. At the end of Double Eleven, more discounts were released to encourage last-minute shoppers. Overall, Shinho saw a 6% to 10% increase compared to last year and a 50% conversion rate in some shops.

The busiest time comes after Double Eleven. In three days, we have to complete shipping for 140,000 parcels. We never overlook the importance of maintaining a good relationship with our consumers. Through interaction activities in chat groups, every consumer can feel respected and valued. We also further detailed demographic groups division and re-evaluated consumer combinations. We wish for our products to satisfy consumer needs and create values truly.

In the future, eCommerce will continue to change and innovate. How will Shinho grasp opportunities and face challenges in this new era? Let's wait and see!