New Consumer Group · Global· Smart
… Guanggun Jie is Evolving
- KITA analyzed 10 years of
Guanggun Jie trends … exceeded 1 billion orders and the sales of 200 billion yuan for the
first time in history -
This year, the sales on Guanggun Jie (Singles’ Day) in China exceeded 200
billion yuan for the first time in history. The key trends of this year were ‘Jiu Ling Hou (born after 1990)',
'Made in Global', 'Combination of online and offline (O2O) ',' biometric
authentication payment', etc.
to the report titled, ‘The Trend Changes in China’s Guanggun Jie Over the 10
Years’ issued by the Beijing branch of the Korea International Trade
Association (Chairman, Kim Young-joo), Guanggun Jie marked the 10th anniversary
this year and there were 1 billion orders and the sales surpassed 200 billion
yuan for the first time.
Alibaba held the first event in 2009, the sales on Guanggun Jie were only 50
million yuan, but this year, ten years later, the sales skyrocketed 4270 times
to 213.5 billion yuan. The number of participating brands also increased from
27 in the first year to 180,000.
to the report, there are many changes in the recent Guanggun Jie events,
including consumer class, items, and distribution channels. Half of the major
consumer groups of Guanggun Jie are Jiu Ling Hou, who are represented by spontaneous, cost-effective, and
the mobile generation. Consumption items were limited to Chinese local products
in the past, but 19,000 brands from 75 countries participated in this year.
Especially, the five biggest imported products that attracted Chinese consumers
in this event were cosmetics, products for babies and children, health foods,
clothing, and digital home appliances. In terms of foreign direct purchase,
Korea ranked third following Japan and the United States.
in distribution and payment services are also noticeable. Guanggun Jie in the
past mainly used mobile payment for online sales. Recently, however, offline
department stores and retail stores, including 200,000 Tmall smart stores and
100 Hema Xiansheng, are participating in the event linking offline with online.
It appeared that 60.3 percent of the payments were made through biometrics such
as mobile fingerprint and face recognition technologies.
Byung-yu, head of Beijing branch of the Korea International Trade Association,
said, "With the emergence of a new generation of consumers with strong
purchasing needs, the evolution of mobile and payment technologies, and the
globalization of distribution channels, China’s
Guanggun Jie will continue to grow in the future." He also
stressed, "Korean companies also need to target Chinese consumers by
working together with Chinese local companies or with the products that have
differentiated ideas and designs."
< 8 Trends of Guanggun Jie in 2018 >
From 80s to 90s
Ling Hou (born
after 1990) accounts for about half of the total consumers
South, rather than North
Top 10 consumption cities are located in southern area, except for Beijing,
From Mass Consumption to Quality Consumption
Consumption items changed from clothing, shoes, and bags to medical/health
goods, interior goods, beauty products, and digital products
From Made in China to Made in Global
- TMALL GLOBAL deals with 19,000 brands from
75 countries and regions
From Festival of China to Festival of ASEAN
20 million people from Singapore, Thailand, Malaysia, Philippines, Vietnam
and Indonesia participated in the event via Lazada, the largest website in
60.3% of the total transactions were made through biometric recognition, such
as iris, fingerprint, etc.
More and faster through smart logistics
This year's order volume exceeded an all-time high of over 1 billion, and
Alibaba responded with smart logistics warehouses
Evolved from online centered to O2O
In addition to online sales, TMALL’s new distribution smart stores
participated in and carried out a large-scale promotion event linking offline