After the dust from America’s Black Friday and Cyber Monday shopping festival settles, China’s third-largest shopping festival takes place: Double 12 Day, also known as Couples Day!
You might have heard about the widespread reach of China’s Single’s Day shopping festival. Single’s Day happens on the 11 of November every year. But do you know what Double Twelve is all about and why it’s so important?
Double Twelve shopping festival is gaining prominence in notoriety and sales. The trend has been expanding since the day’s inception in 2011. And it is a trend that has led many international brands to take more serious note of the important date on China’s promotional calendar.
The Origins of Double 12
Double 12 was originally conceived for smaller brands that might have missed out on the benefits of Singles Day or Double Eleven Day. These days, the event sees upwards of 500 million customers shopping up a storm between the 8th and 12th of December every year.
One of the focal points of Double 12 Couples Day is the massively discounted items on offer. Sales on this day have been linked to what’s called China’s version of Black Friday. Many companies have even started incorporating 12/12 into their 11/11 strategy. Chinese social media also rants about this event across the Asia-Pacific region.
Double 12 takes place about six weeks before the Chinese New Year celebrations. This gives the Chinese consumer market plenty of time to prepare for the gift-giving season. However, participation in Couple’s Day isn’t confined to Chinese merchants. Hordes of French, Australian, American, British, and South Asian brands also participate in this event by targeting Chinese consumers.
Why Brands Need to Prepare for Double 12 Couple’s Day
China’s Double 12 day hasn’t ever achieved the prominence of 11/11 (Single’s Day). But it will become a more integral part of any brand’s strategy if they are looking at penetrating the Chinese market.
Like China’s 11/11 and America’s Black Friday have become household names across the world, so too will Double 12 Day. Perhaps it will one day rise to become a day that consumers from East to West mark on their calendars.
If your brand focuses on harnessing the power of Double 12 Couple’s Day, you must localize your offerings. There is great importance in this step. Why? Well since it ensures their message and products cater to the Chinese consumer market.
The Day Translations localization division has expert knowledge of the local market and sales figures. We have the in-country knowledge to help you optimize your offerings. This helps ensure the Chinese market accepts it as a local offering. Get in touch with us right now to learn more about our approach to localization or explore our variety of other language services!