One major trend during this year’s 6.18 was the rise of brand loyalty programs. Initial figures showed that from June 1 to 16, brands added more than 60 million members* to their loyalty programs. Brands leveraged the buzz and promotions of 6.18 to increase the fan base for their Tmall flagship stores and used exclusive membership benefits to build up their customer awareness and loyalty propositions. Through an omnichannel approach that included the use of Alibaba’s many marketing features, such as Taobao Live and sales promotions, brands and sellers on the company’s e-commerce platforms were able to connect with consumers all across China, both online and offline, to achieve immediate sales success as well as establish solid foundations for long-term growth.
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*The figure included multiple membership accounts that may have been registered by one single user.