Beauty can cash-in on China’s Single’s Day even in the livestreaming era

China is in the midst of one of the longest Single’s Day e-commerce festivals ever and brands are going all out to seek customers and sales. 

Started 14 October – the first period of pre-sale – and expected to end on 14 November, Single’s Day has been stretched to a month-long campaign, where consumers have plenty of time to decide on their purchases.

For beauty brands operating in China this might have been the longest sales festival ever. 

Could it be longer? Maybe yes and maybe no. But underneath the glowing Single’s Day sales data, there are benefits and challenges brands are facing. 

Brands are still figuring out the strategy of cadence and how to maximise their return from the events.