2015-11-10

What’s the single, busiest shopping day in the world?  Hint: the answer is in the question.

Spoiler alert: It’s Singles Day.

For those of you who’ve never heard of this e-commerce extravaganza, it’s the biggest online shopping day in China. And it takes place on November 11, or 11/11. Yes, four single digits. It’s the antidote to Valentine’s Day. Legend tells us that it morphed from a day in which university students celebrated being single, or setting a deadline to not be single, by purchasing gifts either to romantically court someone—or drown their still-single sorrows with some retail therapy.



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And it’s not just singles who make these purchases.

In 2009, Singles Day was popularized by Alibaba, China’s e-commerce giant, which drastically reduced prices on its website to encourage retail sales for all shoppers, regardless of marital status. Each year, Singles Day gets bigger, with greater revenue and more e-commerce sites participating. Discounted “gifts” range from clothing to electronics to food. Fortune magazine notes that Alibaba alone had more than $9 billion in online sales in China on November 11, 2014—more than the U.S.’s Black Friday and Cyber Monday combined.

And now Singles Day is going global. That means that North American and European e-commerce businesses also have the opportunity to capitalize on these global online retail sales and sell to eager shoppers in China looking for a deal (or retail therapy) on Nov. 11.

But before you go after this opportunity, be sure that you are ready for global e-commerce. What’s your strategy? Globalization in the retail market requires more than just a translated website. Here are some tips for wooing eager global bargain shoppers and ensuring success on 11/11:

1) Know your market

Who’s making these purchases? Singles Day originated as a day for single, college-aged men, but now it’s for everyone. Do more women shop than men? What do they buy? What keywords resonate best with buyers? Exciting headlines or flashy photos? Humorous website content or a serious tone? Or on 11/11, do they prefer romantic? Are they quick decision makers or do they spend time scouring details?

Remember, these buyers are Internet savvy, as they are more familiar with e-commerce shopping than old-fashioned brick-and-mortar shopping, which many have never experienced.

2) Know the culture

This aligns with knowing the market. As noted in tip No. 1, what’s humorous in North America might not resonate the same way in China. What tone of voice do they expect and respect? What is the local culture like? Are there set product prices? Do buyers expect to be able to haggle?

You may need to adapt your marketing message to one that resonates with the local culture—and that can vary from region to region. Can you adapt your branding to accommodate these changes? It’s important to work with local professionals and regional linguists in advance to iron out any potential cultural issues, before it’s too late.

3) Know the language

Word-for-word translation of your e-commerce site may seem the most logical, but it often doesn’t convey the same message. A humorous, clever, or play-on-words product name or phrase in English won’t have the same meaning when translated into Chinese.

You may need to alter your marketing message so that it has the same effect on the buyers that it has for North American buyers. You should be aware of subtle language differences and sensitivities that could insult or turn away potential buyers. And keep in mind differences in dialects, at least of online shoppers. A trusted localization and translation service provider can easily prevent such mishaps and avoid embarrassing or insulting statements.

4) Offer localized support

Don’t stop at website translation—consider the entire online buying process. Offer a local hotline for customer support in various local dialects. And remember to include email, text, or chat support too. Excellent customer service leads to repeat buyers.

Research the demographics. Learn where customers are located and how to support them in their various regions. Do call center representatives speak more than one dialect? Can emails and chat sessions be translated quickly and correctly? Can you offer support for mobile buyers and payment processes? All of these, plus basic website navigation support, must be professionally localized to ensure customer satisfaction.

5) Be mobile-ready

Mobile commerce, or m-commerce, will account for half of all consumer e-commerce in China in 2015, an 85% rise from 2014, according to eMarketer.com. That means your website must be mobile-ready, and mobile apps must localized. Allow for text expansion when designing mobile apps. And be sure they are easy to use—and that they make sense.



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Once again, these mobile-savvy consumers must be well supported by readily-available staffers who are fluent in the local language and culture. Mobile purchases are only going to increase, so your mobile and web applications must be regularly (and seamlessly) updated.

Remember, first impressions go a long way. Localize your retail site, and let the Singles Day bonanza and increased global online retail sales begin… and never end.

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