Singles’ Day 2023: Chinese Fashion Market Insights

With Singles Day 2022 generating an estimated $128-151 billion in total sales across all e-commerce platforms in China, the significance of this cyber retail event cannot be overstated. Originating in China and held annually on November 11, Singles’ Day has become one of the most prominent shopping events globally. In this blog post, we delve into the latest trends from Singles’ Day 2023, focusing specifically on the Men’s Tops, Bottoms, and Footwear categories. Using data from JD, a major online retailer in China, we explore customer review insights, examining shifts in consumer interest and sentiment during this pivotal shopping period.

What Is Singles Day and Why It Matters

Singles Day originated in China as an unofficial holiday for single people to celebrate their status. Over the years, it’s transformed into the world’s largest online shopping event, far surpassing other significant retail days like Black Friday and Cyber Monday. The day was initially popularized by Alibaba in 2009, and since then, it has become a cultural phenomenon, driving massive sales and consumer engagement across various e-commerce platforms.

The event’s success can be attributed to several factors:

• Aggressive Marketing Campaigns: Retailers and brands invest heavily in marketing and promotions leading up to Singles Day, creating a buzz that draws in millions of shoppers eager to snag deals.
• Exclusive Discounts and Offers: The promise of significant discounts and exclusive offers incentivizes consumers to wait for Singles Day to make their purchases, resulting in a concentrated surge in sales.
• Consumer Culture: In China, the culture of gift-giving and treating oneself is deeply ingrained, making Singles Day a perfect occasion for indulgence.
• Technological Advancements: The rise of mobile shopping, live-streaming sales events, and improved logistics infrastructure have made it easier for consumers to participate in Singles Day, further boosting sales.

Understanding Singles Day’s impact is crucial for businesses looking to enter or expand their presence in the Chinese market. It represents a unique opportunity to reach a vast and engaged audience, test new products, and drive significant revenue in a short period. By analyzing consumer behavior and trends during this event, companies can gain valuable insights to inform their strategies and optimize their marketing efforts.

Key Takeaways

Let’s take a look at some of the key takeaways related to Singles Day 2023.

• Review Volume and Sentiment: Reviews referencing Singles’ Day accounted for 5% of the total review volume in the Tops, Bottoms, and Footwear categories during October-November 2023. There was a substantial increase in review volumes year-over-year (YoY) for all categories: 179% for Tops, 104% for Footwear, and 29% for Bottoms, indicating a significant rise in sales.
• Brand-Specific Insights: Adidas saw particularly strong interest in Male Outwear and Bottoms during the Singles’ Day timeframe, likely due to the premium pricing of these items. Consumers appreciated the quality, softness, versatility, and windproof features of Adidas products. Skechers’ fashion footwear also garnered significant attention, with consumers praising its cost-effectiveness, comfort, and lightweight design.

Case Study: Tops

First, let’s delve into the Tops category, examining the volume and sentiment of reviews, the drivers for increased discussion, and the key discussion topics to understand consumer behavior and preferences during Singles’ Day.

Volume and Sentiment

In October-November 2023, 626 reviews referencing Singles’ Day were collected for Tops, showing a 179% increase from the previous year. The overall sentiment was highly positive at 95%.

Drivers for Increased Discussion

Adidas led the charge in this category, contributing 227 of the 402 new reviews in 2023. Other notable contributors included FILA, PUMA, NIKE, and New Balance.

Discussion Topics

Price and value for money were significantly over-represented in Singles’ Day discussions, indicating a price-sensitive consumer base. Comfort, quality, and shipping were also frequently mentioned.

Hierarchies and Brands

Male Outerwear was over-represented in Singles’ Day discussions while Male Tops were under-represented, suggesting consumers waited for this event to purchase higher-priced items at discounts. Adidas dominated the brand discussions, further indicating its appeal during sales events due to typically higher prices.

Case Study: Bottoms

Next, let’s take a look at the Bottoms category. 

Volume and Sentiment

The Bottoms category saw 281 Singles’ Day reviews in 2023, with a 96% sentiment score, marking a 27% increase from 2022.

Discussion Topics

Price sensitivity was a key theme, with discussions about price and value for money being significantly overrepresented compared to general reviews. Other important topics included comfort, seasonality, and quality.

Hierarchies and Brands

Male Bottoms commanded a 78% share of Singles’ Day discussions compared to 72% in general, while Male Underwear was under-represented. Adidas once again led brand discussions, highlighting its popularity during discount events.

Case Study: Footwear

Volume and Sentiment

In the Footwear category, 3,694 reviews were collected in October-November 2023, a 127% increase from the previous year. The overall sentiment was 104%, indicating highly positive consumer experiences.

Drivers for Increased Discussion

The Running and Fashion hierarchies contributed the most to new reviews. Skechers and Adidas were the top brands, with Skechers receiving significant praise for its cost-effective and comfortable footwear.

Discussion Topics

Price, value for money, comfort, and feel were over-represented in Singles’ Day discussions, showing a preference for affordable yet comfortable footwear.

Hierarchies and Brands

Fashion Footwear was over-represented, while Running Footwear was under-represented in Singles’ Day discussions. Skechers led the brand discussions, followed by Adidas, indicating a strong consumer preference for these brands during sales events.

Leveraging Data for Informed Decisions

Despite several challenges with acquiring and analyzing data from Chinese retailers, including strict regulations around data collection and an incredibly broad array of sellers, Singles’ Day 2023 reviews offer a wealth of valuable insights into consumer preferences within the Chinese fashion market. The trends observed—such as the preference for Adidas and Skechers, the emphasis on price sensitivity, and the surge in review volumes—highlight significant opportunities for brands to tailor their strategies.

Organizations looking to delve deeper into consumer preferences, market trends, and competitive landscapes can leverage this data to make informed decisions and stay ahead in the competitive market. For comprehensive market research, analysis of review data, and identification of trends, contact us today.

To read our full report on the Singles’ Day fashion market, including detailed insights on top products in each category, click here.

Florence Broder

Florence Broder is a marketing professional with over 20 years of experience. She has worked in a range of global high-tech companies.