Amid COVID-19 Outbreak Women’s Day Promotions go Beyond Discounts

International Women’s Day is an important holiday in China, accompanied by the same sorts of major sales promotions that US companies run on President’s Day or Labor Day. This year COVID-19 resulted in most promotions in February being put on hold, so Tmall’s promotion for International Women’s Day, which ran from February 25 to March 8, was the first test of the degree to which consumer sentiment had recovered.  At MeasureChina we also saw some interesting trends associated with this year’s Women’s Day promotions, which we haven’t seen in the past: First off, the discounts and incentives were bigger than they were for the last major promotion, Single’s Day back on November 11. Second, offline stores, devoid of customers, were using their outlets for live streaming. Finally, we saw several COVID-19 related hashtag campaigns. Increased Incentives Popular brands started pre-orders for Women’s Day (March 8) as early as Feb. 25. Some brands, including L’Oreal and Estee Lauder, specifically promoted their discounts and incentives as being bigger than on Single’s Day, which traditionally sees the biggest discounts. For Single’s Day, L’Oreal’s discounted its 30ml Revitalift Eye Cream, the company’s hero product, to 309 RMB. That is 10% off the normal price of 340 RMB. They also threw in two free 15ml samples. But for Women’s Day they promoted a 279 RMB price, an 18% discount, and included the same two sample sized products. Estee Lauder does not discount its Advanced Night Repair Eye Cream – lovingly referred to as “brown bottle eye cream” in China. For Women’s Day they packaged this product with an additional sample that wasn’t offered on Singles’ Day. Lancome, CHANDO, and HomeFacialPro matched their Single’s Day discounts for Women’s Day, another unprecedented move. Chinese beauty magazine HZPB wrote that Women’s Day was “like Single’s Day during COVID-19”, predicting positive sales results.  Offline Store Become Streaming Studios As COVID-19 sent the number of retail store visitors plummeting, cosmetics brands began transforming their beauty counters into live streaming studios. Estee Lauder’s department store employees used live streaming cameras to demonstrate the same how-tos they usually deliver in person. This reinforced the brand image of Estee Lauder being a department store quality brand, despite being sold online.  Figure1. Estee Lauder employee is marketing the brand’s product through live streaming | Source : Baidu At MeasureChina we expect this online streaming trend to continue, even after Coronavirus passes. Hashtag campaigns A

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