Each year, Tmall is very explicit that all marketing and sales campaigns throughout the Singles Day Shopping Festival should funnel audiences straight onto the Tmall platform.
In other words, reconsider relying too heavily on WeChat posts. Don’t get us wrong, WeChat will be a vital Singles Day touchpoint, and particularly in your pre-promotional period. Just be wary that the hyperlink blocks that exist between Tencent and Alibaba-affiliated platforms are enough to stifle the conversion funnel. This isn’t good for anybody.
Instead, consider ways to leverage Alibaba-friendly social/digital platforms. These include Sina Weibo, Xiaohongshu (Little Red Book), Youku, or even Douyin. Go large on the off-platform promotions leveraging KOLs. Articles are great, videos are better, but there’s nothing Alibaba loves more than live TV cross-overs – particularly when celebrities are involved.