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How Nike Preps for China’s Colossal Singles’ Day

Visualize, for a moment, the number of products sold on Black Friday and Cyber Monday. Now quadruple that amount. You’re just beginning to approach the size of China’s massive annual sales on November 11 — Singles’ Day, the world’s largest consumer holiday. 

Singles’ Day began in 1993 at Nanjing University to celebrate being unattached; the date — 11.11 — reflected four solo ones, or singles. In the late aughts, the holiday was picked up by retailers as an opportunity to treat one’s self, and it quickly grew into a national then world phenomenon, registering more than $27 billion worth of transactions on November 11, 2017 on Tmall and Taobao sites alone. Of all shoe and apparel retailers, Nike was the top seller.

This year, Nike is prepared to go even bigger. Check out the below to see exactly how the Swoosh has prepped to reach the masses on 11.11.

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Distribution Centers

Seven major cities (Beijing, Shanghai, Chengdu, Wu Han, Guangzhou, Suzhou, Wuxi) house 12 distribution centers for country and world-wide shipping on Singles’ Day; in addition, 54 stores throughout China will join the “Ship from Stores” project.

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3 Minutes

In 2017, the fastest time between order and collection of Singles’ Day product, via Self Pick-Up Boxes closest to a consumer’s residential area, was three minutes. This year, that prospect will remain and those who order before noon Shanghai time may receive home delivery as early as that afternoon, and drones will be employed for speedy delivery to customers in the countryside.

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Mobile Payment

Nike digital marketplaces and retail stores all accept various modes of mobile payment in China — the user base for these grew 900 million users in 2018, accounting for 85% penetration of total internet users in the market. Mobile payment apps are the easiest way to quickly secure product.

Air Jordan IV Tattoo

The Air Jordan IV Tattoo highlights the Singles’ Day exclusives available on 11.11. Others include the AF1 Utility, Air Force 270 UT and Women’s AF1 Saga Hi.

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Over 200,000

The number of people Nike direct employees serve through 1:1 interaction at the peak hour of Singles’ Day. 

Nike Direct

Nike.com on TMall

Nike WeChat Mini-Programs

With these three platforms, Nike will provide millions of consumers the opportunity to get one-time Singles’ Day deals. For members, Nike will bring early access, gift card benefits and promotion across all Nike Direct platforms including Nike.com, SNKRS App, Nike.com on Tmall and the Nike WeChat Mini-Programs.

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Number One

Nike’s place as the top apparel-industry seller on Tmall on Singles’ Day in 2017

Read More: Experience