Singles' Day and the China Market

Tops | Drivers for YoY Increase in Singles' Day Discussion

• The Male Tops Hierarchy contributed 247 new reviews to Singles’ Day discussions in 2023.
• At the brand level, Adidas contributed the lion’s share of the new reviews added in 2023 (227 of the 402).

	Added Reviews
Hierarchies	Hierarchies
Male Tops	+ 247
Male Outerwear	+ 134
Female Tops	+6
Female Outerwear	+14
Sports Bra	+1
Total	+ 402

 

Brands
	Hierarchies
Adidas	+ 227
FILA	+ 80
PUMA	+25
NIKE	+18
New Balance	+58
Total	+ 402

Tops | Topics Share of Discussion on Singles' Day vs. General

Price / Value for Money was over-represented in Singles’ Day discussions, suggesting that the Singles’ Day Tops consumer is more price-sensitive compared to the average consumer.

	All		Singles’ Day Discussions
Top 10 Discussed Topics	Discussions	Sentiment	Discussions	Sentiment
Price/Value for money	16%	94%	51%	94%
Comfort	18%	99%	20%	100%
Quality	21%	95%	19%	95%
Shipping	12%	96%	16%	97%
Size	15%	90%	12%	96%
Looks & design	15%	97%	12%	100%
Color	9%	91%	12%	96%
Material	9%	9%	11%	89%
Total	13,376	94%	626	626

Tops | Hierarchies Share of Discussion on Singles' Day vs. General

Male Outwear was over-represented in Singles’ Day discussions, while Male Tops were under-represented, suggesting that consumers waited for Singles’ Day to purchase higher priced items at a discount.

	All		Singles’ Day Discussions
Top 10 Discussed Topics	Discussions	Sentiment	Discussions	Sentiment
Male Tops	63%	93%	56%	96%
Male Outerwear	28%	94%	33%	93%
Female Tops	5%	95%	5%	99%
Female Outerwear	3%	96%	5%	98%
Sports Bra	1%	94%	1%	85%
Total	13,376	94%	626	95%

Tops | Brands Share of Discussion on Singles' Day vs. General

Adidas was over-represented in Singles’ Day discussions, which suggests that the brand’s higher pricing is generally out of reach for many consumers outside of Singles’ Day.

Nike was under-represented in Singles’ Day discussions.

	All		Singles’ Day Discussions
Brands	Discussions	Sentiment	Discussions	Sentiment
Adidas	36%	94%	46%	97%
FILA	97%	93%	21%	94%
New Balance	8%	95%	11%	91%
PUMA	11%	95%	8%	94%
NIKE	16%	90%	5%	83%
Total	13,376	94%	626	95%

Tops | Singles' Day | Most Desirable Products

Adidas’ Male Outwear emerged as the most discussed products of the Singles’ Day event category. Customers appreciated the Singles’ Day discounts and expressed satisfaction with the versatility and softness.

	Adidas official light sports men’s winter 550-puff outdoor warm hooded duck down jacket “It’s even more cost-effective to have full discounts during Double Eleven! Hahaha, it’s very warm when you put it on. The black color is stain-resistant in winter..the fluffiness is incredible, it’s simple and classy.”
	Adidas official light sports men’s winter sports warm hooded duck down jacket “Take advantage of the Double Eleven event to buy it. If you like it, that’s it. It’s versatile and looks good, so you won’t be so cold this winter! ! ! A satisfying purchase! !
	Adidas Men’s Daily Regular Sports and Casual Jackets “The price is affordable when buying on Double Eleven. The clothes are single clothes and can be worn in spring and autumn..”

Singles' Day Overview

Bottoms & the China Market

Bottoms | Volume & Sentiment | Singles' Day YoY Comparison

In October-November 2023, 281 Singles’ Day reviews were gathered, with an overall sentiment of 96%. This marks a notable 27% increase from the 222 reviews in the same period in 2022.

Reviews referencing Singles’ Day constituted 4.5% of the total discussions within this timeframe.

Bottoms | Topics Share of Discussion on Singles' Day vs. General

Price / Value for Money was significantly over-represented in Singles’ Day discussions compared to regular conversations. This suggests that the Singles Day Bottoms consumer is more price-sensitive and less focused on quality compared to the average consumer.

Top 10 Discussed Topics	Discussions	Sentiment	Discussions	Sentiment
Price/Value for money	15%	96%	47%	96%
Comfort	15%	99%	19%	98%
Seasonality	8%	95%	15%	100%
Quality	19%	93%	15%	90%
Size	14%	89%	14%	85%
Fit	14%	97%	12%	100%
Shipping	11%	96%	11%	97%
Looks & design	10%	96%	11%	96%
Total	6,218	93%	281	96%

Bottoms | Hierarchies Share of Discussion on Singles' Day vs. General

The Male Bottoms hierarchy was over-represented in Singles’ Day discussions, commanding a 78% share of the Singles’ Day conversation compared to 72% in the general discussion, whereas Male Underwear was under-represented (at 2% vs. 7%).

	All		Singles’ Day Discussions
Hierarchies	Discussions	Sentiment	Discussions	Sentiment
Male Bottoms	72%	93%	78%	95%
Female Pants and Leggings	20%	94%	19%	99%
Male Underwear	7%	92%	2%	100%
Female Underwear	1%	96%	1%	86%
Total	6,218	93%	281	96%

Bottoms | Brands Share of Discussion on Singles' Day vs. General

Adidas was over-represented in Singles’ Day discussions (48% vs. 33% share), which suggests that the brand’s higher pricing is generally out of reach for many consumers outside of Singles’ Day.

Nike and Puma were under-represented in Singles’ Day discussions.

	All		Singles’ Day Discussions
Brands	Discussions	Sentiment	Discussions	Sentiment
Adidas	33%	92%	48%	96%
lululemon	16%	94%	17%	95%
NIKE	24%	94%	14%	96%
PUMA	13%	92%	7%	90%
FILA	5%	93%	6%	98%
Total	6,218	93%	281	96%

Bottoms | Singles' Day | Most Desirable Products

Adidas’s Male Bottoms took the spotlight as the most discussed products in the Singles’ Day event category. Customers praised the Singles’ Day discounts and expressed satisfaction with the quality, windproof features, and accuracy in meeting product descriptions.

	Adidas official light sports men’s velvet thickened tapered sports nine-point pants “These pants fit my husband’s figure best… The length of the pants is just right! It’s also velvet and fits well! Get 88 yuan on Double Eleven! The price is too good!”
	Adidas official light sports men’s comfortable tapered sweatpants “The price I bought during Double Eleven for an event is very good. It is consistent with the description. It is absolutely windproof and feels good. It would be better if the pants were longer.”
	Adidas official light sports men’s velvet thickened tapered sports  “The quality of the clothes is very good and the workmanship is good. They are two-layered and are suitable for this season. The price is also very suitable for Double Eleven.”

Singles' Day Overview

Singles’ Day Overview

Footwear | Volume & Sentiment | Singles' Day YoY Comparison

In October-November 2023, 3,694 Singles’ Day reviews, with an overall sentiment of 104%, marked a significant 127% increase from the 1,806 reviews in the same period of 2022.

Reviews referencing Singles’ Day constituted 4.5% of the total discussions within this timeframe.

Footwear | Drivers for YoY Increase in Singles' Day Discussion

The Running and Fashion Hierarchies contributed 1,016 and 940 new reviews to Singles’ Day discussions in 2023.

At the brand level, Skechers and Adidas contributed the lion’s share of the new review volume added in 2023 (1,467 of the 2,202).

	Added Reviews
Hierarchies	Hierarchies
Running	+1016
Fashion	+940
Specialty Sports	+166
Outdoor	+ 66
Training	+ 14
Total	+2,202

	Added Reviews
Brands	Hierarchies
SKECHERS	+833
Adidas	+634
FILA	+412
ASICS	+207
PUMA	+ 63
Total	+2,202

Footwear | Topics Share of Discussion on Singles' Day vs. General

Price/Value for Money, Comfort, and Feel were notably over-represented in Singles’ Day discussions, indicating a price-sensitive Singles’ Day consumer seeking comfortable footwear products.

	All		Singles’ Day Discussions
Top 10 Discussed Topics	Discussions	Sentiment	Discussions	Sentiment
Price/Value for money	20%	94%	55%	96%
Comfort	37%	97%	43%	98%
Feel	11%	91%	19%	95%
Looks & design	21%	96%	18%	97%
Shipping	12%	95%	15%	96%
Size	16%	89%	14%	91%
Color	8%	93%	13%	95%
Quality	13%	93%	9%	95%
Total	73,381	92%	3,938	95%

Footwear | Hierarchies Share of Discussion on Singles' Day vs. General

The Fashion Footwear Hierarchy was over-represented in Singles’ Day discussions (38% vs. 29%), while Running Footwear were widely under-represented (51% vs. 56%).

	All		Singles’ Day Discussions
Hierarchies	Discussions	Sentiment	Discussions	Sentiment
Running	56%	91%	51%	94%
Fashion	29%	94%	38%	96%
Specialty Sports	9%	89%	7%	94%
Outdoor	3%	92%	92%	95%
Training	2%	88%	1%	88%
Total	73,381	92%	3,989	95%

Footwear | Brands Share of Discussion on Singles' Day vs. General

Skechers was over-represented in Singles’ Day discussions (35% vs. 31% share), while Nike were under-represented in Singles day discussions.

	All		Singles’ Day Discussions
Top 5 Discussed Brands	Discussions	Sentiment	Discussions	Sentiment
SKECHERS	31%	95%	35%	97%
FILA	17%	93%	24%	95%
ASICS	10%	90%	8%	91%
NIKE	12%	86%	4%	92%
Adidas	18%	90%	21%	95%
Total	73,381	92%	3,989	95%

Footwear | Singles' Day | Most Desirable Products

Skechers’ fashion footwear stood out in the Singles’ Day discussions, praised for Singles’ Day discounts, cost-effectiveness, comfort, and lightweight design.

	Skechers daddy shoes thick sole inner heightening casual sports shoes women’s classic panda shoes I bought it with a coupon during Double Eleven. It was a great deal and the event price was great! ! I have always heard that this shoe is very comfortable and lightweight.“
	Skechers daddy shoes thick sole inner heightening casual sports shoes women’s classic panda shoes “On Double Eleven, I bought a pair for my mother, my sister, and myself. The price is very good. The shoes are light and comfortable. It is a must-have shoe for the whole family. I will buy it again in the future.”
	Skechers shoes women’s thick-soled heightening dad shoes retro stitching contrasting soft-soled sports casual shoes “I like a pair of shoes very much…I bought them during Double Eleven at affordable prices. They are usually very expensive, but now they are very cost-effective. Any sister who likes them can buy them.”

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