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China: "Double 12" sees more than 2 million businesses participate in offline sales

If "Double 11" [November 11th] is the holiday of new retail, then "Double 12" [December 12th) is the holiday of urban activities. Offline sales go viral throughout China on this day every year. Data based on public announcements suggests that more than 2 million businesses participated in "Double 12" activities, which included supermarkets, restaurants, and convenience stores.

Annual data shows that the number of participating businesses increased from 20 thousand in 2014 to more than 2 million in 2018. The activities range from supermarket sales to activities throughout the city, and the consumer experience expanded from cash payment to payment by phone. The digital experience extends into people's daily lives.

Vice-chairman of AliBaba, Fan Chi, stated that AliPay became more common during "Double 12" in 2014-2015, which began the digital information age for offline trade. "Double 12" in 2016-2017 saw the integration of online retail through Koubei and AliPay with offline markets. People order through the app on their way to the restaurant or supermarket. "Double 12" in 2018 saw further popularization of Koubei and Ele.me, an online food delivery platform. In this way online and offline activities are further integrated, which became apparent during ""Double 12" this year.

Source: Xinmin Evening News


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