AliExpress, the famous Chinese shopping website, is preparing a special promotion for Brazil. On November 11, known as Singles Day or Double Eleven, the platform will offer discounts of up to 70% on products sold on the website. The date is already a tradition in China, but this is the first time that AliExpress prepares actions especially in the country, to encourage Brazilians to buy.
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The website guarantees that on that day the products will have the biggest discounts of the year. Prices, even, get to be lower than those of Black Friday, which will also happen in November (on the 29th). Brazilians will be able to take advantage of Double 11 promotions from 4:00 am on November 11 until 3:59 on the 13th, Brasília time. The period is long to ensure that all countries have at least 24 hours of lowest prices.
AliExpress: shopping site prepares discounts of up to 70% in Brazil – Photo: Pedro Cardoso / dnetc
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In China, Singles’ Day is already a tradition and always happens on November 11th. The date was chosen because the number 1 represents a single person (11/11) and has become a major entertainment festival in the country. AliExpress has participated in the celebration since 2009, offering several promotions and discounts on items such as cell phones and electronics, toys, makeup, among others. The company adopted a special name for the event: Double 11 (something like “double 11”, in English).
Unlike other dates when people buy gifts for friends or family, such as Christmas or Valentine’s Day, on Single Day, singles are encouraged to give themselves as gifts. “This is an occasion when people buy gifts for themselves,” explains Ken Huang, director of AliExpress for Latin America. To take advantage of the event and buy as many items as possible, the Chinese usually add products to the cart weeks before Double 11. Thus, on the big day, the cart is updated with the new values and the user only needs to complete the purchase.
This is the first time that AliExpress has invested in Singles’ Day in Brazil. Until last year, the site had not prepared any specific action for the country. Ken Huang recognizes that the date is little known by Brazilians, but says that the company has been working to make it popular. «In general, Brazilians do not know what Double 11 is, so we are partnering with influencers and working on social networks so that they can take advantage of the date this year.»
Singles Day Discounts have become a tradition in China – Photo: Pond5
To guarantee the biggest discounts of the year, AliExpress monitors the values of all products throughout the year. The promise is that users will be able to find prices up to 70% lower than normal, and cheaper products than on Black Friday. The sales website is also working with influencers on social media to encourage Brazilians to shop at the time. There is also a partnership with MasterCard, which will raffle travel packages to Trancoso, Bahia, among users who make payments with the brand’s card.
In addition to promotions, consumers will also have Red Packets at their disposal, with more than US $ 300 million discount worldwide. Red envelopes are a tradition in Asian countries. In these places, people usually put money in a red envelope and give it to each other as a gift. For Singles’ Day, AliExpress will distribute virtual Red Packets to its consumers. Thus, they will have access to even greater discounts than those already on the site.
AliExpress interface in Portuguese – Photo: Reproduction / Pedro Cardoso
Anyone who is used to buying on AliExpress knows that products take a while to arrive in Brazil. In some situations, the customer can wait up to 60 days to receive their products. Double Eleven will be no different, but Ken Huang ensures that the company prioritizes the fastest routes. There is also the option to pay for express freight, since faster commercial routes are more expensive. Despite the delay, the executive says that consumers do not care. «In general, people don’t bother to wait a little longer to receive a product, since they paid less for it.»
For everything to go well, Alibaba, a group of companies that owns the AliExpress website, has the help of the Alibaba Cloud. The computer company is responsible for making the site withstand an enormous amount of hits without falling or failing. AliExpress promises that the user will not feel any difference in the access experience during Singles Day. «The idea is that all of this will happen invisibly to the user,» explains Ken Huang.
* The journalist traveled to São Paulo at the invitation of AliExpress
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