The metaverse, to attract the youngest

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On the other hand, during this latest edition of 11.11, many brands have turned to virtual idols and ventured into the metaverse to attract China's younger generations. In China, according to iResearch, the virtual idol sector has doubled between 2019 and 2021. These leaders, virtual or real, are known as KOL's ( Key Opinion Leaders ), a resource that brands use to give visibility to their products. This has been the case of the Spanish company PDPAOLA , which this year has made its debut at 11.11, coinciding with the fact that the jewelry sector has experienced a strong growth boost, and they assure that collaboration with influencers is a quick and unique way to increase reputation.

Of course, adapting the image of products and even developing some for the Chinese market can be the key to success for many brands. This is the case of Freshly Cosmetics , which this year south africa phone data participated in its second 11.11 festival. The brand has decided to create a more premium packaging for one of its body oils for this 11.11, selling more than 500 units in just a few hours during that day. They have also created a body cream that reduces spots specifically for the Chinese market.

Consumer trends observatory
11.11 is also a great observatory of consumer trends, and this year initiatives aimed at promoting sustainability have stood out. In this regard, more than 1.63 million products displayed on Tmall during 11.11 were labeled as eco-friendly and low-carbon products, covering categories such as clothing, cosmetics, food and energy-efficient electronics. In addition, Cainiao , Alibaba Group's logistics division, has contributed to this goal with a package recycling initiative, which has managed to recycle 4 million cardboard boxes from November 1 to 11.