Bilibili and Tmall’s Double 11 shopping success

Double 11 is one of the most important shopping festivals in China. For seasoned players like Tmall, an online retail giant, they are facing the unsurprising challenge: not advancing means falling behind.

The ecommerce landscape requires careful cultivation, and the generational shift of consumers means a handover of mainstream influence, with young people becoming the primary drivers of brand value. Today’s young people need valuable consumer decision-making guidance, as well as the festive atmosphere and sense of group identity that comes with active participation.

This year Bilibili, the popular video-sharing website, was one of Tmall’s key collaborative partners during Double 11. For the brand owners on Tmall, Bilibili’s short form content can help connect them with specific consumers and niche groups, while tapping into its diverse influencers to help promote various products.

Tmall’s core strategy on Bilibili during Double 11 is focused on offering companionship and surprises to consumers. It personifies Tmall’s brand character – a black cat – which, together with Bilibili’s top influencers, engages users like old friends and connects with young consumers in key ways:

1. Creating a dynamic in-platform atmosphere: implemented across user browsing pathways
2. High-quality content from influencers: more than 100 influencers across multiple categories continuously shared shopping experiences and Double 11 tips
3. Unique interactive activities: Bilibili renamed its ‘Member Purchase’ channel to ‘Double 11’ and added a ‘Tmall Double 11’ section, which allowed user to enjoy a more immersive experience and earn rewards

The results? GMV from influencer-led sales increased by 251%, GMV from video-driven sales increased by 376%, GMV from live streaming-driven sales increased by 186%, and the number of independent users searching for Double 11-related keywords on Bilibili increased by 25% compared to the previous year.