Blood tank is empty? Who is the winner of this year's Black Friday Cyber Monday?

Dec 2, 2022
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Black Friday Cyber ​​Monday is drawing to a close, and despite the pessimistic economic situation at this stage, the online spending of this shopping carnival still hit a new high. Black Friday online sales hit $9.12 billion, up 2.3 percent from last year, according to Adobe Analytics, while Cyber ​​Monday sales hit $11.3 billion. The National Retail Federation (NRF) said that from Thanksgiving to "Cyber ​​Monday", the number of holiday shoppers in the United States reached 196.7 million, another record high. (Last year’s Thanksgiving holiday weekend saw 179 million shoppers)

In the fierce battle of year-end promotions, Chinese merchants "killed" a bloody way among many competitors by selling at low prices. The overseas version of Pinduoduo Temu, which was launched in September, is even more "overwhelming". During Black Friday, its product prices are only 10%-20% of Amazon's and 30%-60% of SHEIN. Word of mouth has long been unable to keep up with this wave of enthusiasm. Let's take a look at how these e-commerce brands have integrated into this big promotion through overseas social media to expand their popularity and followers.

In addition to offering a huge discount of up to 80% on the official e-commerce platform, SHEIN has not forgotten to invest in more extra discounts on its overseas social media accounts.

SHEIN's TikTok and Instagram accounts played an important role in this Black Friday marketing period. Not only did the design of its TikTok homepage avatar adopt the Black Friday theme style to enhance the online shopping atmosphere, but its main Instagram account also used influencer marketing as usual to obtain multi-party traffic. During the promotion period, the SHEIN homepage continued to interact with hundreds of North American influencers. These influencers have exclusive discount codes. Through the discount codes released by the influencers on their overseas social media, users can get an additional 15% discount .

This operation method not only helps SHEIN's overseas social media accounts to increase their popularity and fans, but also spreads discount information in a net-like manner during the Black Friday promotion period, effectively promoting users' purchase behavior.

This time Temu takes the top spot in the price arena with discounts of up to 90%. As an e-commerce brand that was launched only in September this year, Temu’s traffic on overseas social media is obviously lower than that of SHEIN, but judging from its social media operation strategy, its cute pet operation has won a lot of traffic and interaction for the homepage. During the Black Friday Cyber ​​Monday shopping promotion, Temu also held a Giveaway event on the homepage to heat up the promotion.

In addition to the above-mentioned marketing on its own homepage, according to Xiaguang News’ interviews with people familiar with the matter, Temu currently focuses on search engines and social platforms such as Google and Instagram. On overseas social media, we also see that Temu continues to gain more user attention by cooperating with different categories of celebrities to plant grass and unboxing videos.

  1. Walmart: Employees resonate with the content

During this holiday season, we found that Walmart, a traditional offline retailer, was prominent on social media. From the marketing cloud products, we can see that Walmart frequently uses hashtags related to #BlackFriday and #Thanksgiving on various social media homepages. Through social media promotion, users with shopping enthusiasm are attracted to Wal-Mart's online e-commerce platform.

In addition, the biggest difference between the operation strategy of Wal-Mart's social media platform and the emerging cross-border e-commerce is that it attaches great importance to the integration of offline shopping behavior. We found that Walmart employees got more interaction with the content during this big promotion, and the positive emotions of employees can also encourage users to shop offline.

Today's article mainly tells you about the operating strategies of platform e-commerce on overseas social media during Black Friday and Cyber ​​Monday. Although it is different from brand e-commerce, we hope to reveal the general e-commerce social media marketing behind it. Strategies for all overseas e-commerce brands to learn from. If you want to know more about how brand e-commerce companies conduct social media marketing on Black Friday and Cyber ​​Monday, you can leave us a message in the background.

If you are interested in the "public opinion monitoring", "social account monitoring" or other functions of the marketing cloud mentioned in the article, please leave your contact information, and we will arrange someone to get in touch with you.

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