Having its origin from China, Singles’ Day are starting to become the biggest sales period for ecommerce in Vietnam.
A new analysis conducted by online shopping aggregator iPrice reveals an exponential growth of interest in the Singles’ Day sales from Vietnamese consumers this year. By analysing Vietnamese’s search trends on Google, the report detected that interest on the keyword “11.11” began growing steadily on 29th October 2018, nearly two weeks prior to the date itself.
Comparing it to the same period last year also reveals that search interest has increased by 3 times.
iPrice concluded that such a growth in interest shows Vietnamese consumers are now much more familiar with the 11.11 tradition and excitedly look forward to it as an important promotion period of the year.
The same report also goes into comparing the different promotion types offered by big merchants in Vietnam.
The types available identified by iPrice were product discounts, vouchers, flash deals, payment method promotions, free shipping promotions, in-app games, web-based games, and TV game show.
As demonstrated in the comparison chart, merchants in Vietnam are paying more attention to interacting and entertaining their customers rather than just attracting them with discounts. Four out of the five merchants included are organizing some forms of interactive activities.
Thegioididong, who only organized a simple sales campaign for last year 11.11 day, now has a game on their website for their customers.
The most impressive campaign this year however is perhaps Shopee’s upcoming live interactive TV show. The show is expected to feature some of the most popular musical guests in the country as well as a chance for customers to earn discounts by using the merchant’s mobile app during the airtime, a tactic that was applied with huge success by Alibaba in China.
Besides those two, Lazada and Tiki are also focusing on promoting interactive activities on their mobile apps.
According to another research conducted in 2017, even though more Vietnamese consumers tend to surf the ecommerce websites using mobile, only 4 out of 10 end up making purchases on mobile, while the rest will do it on PC. This statistic helps explain why merchants are eager to push for more purchases on mobile.