Fonterra China says it made NZ$12.5 million in just 24 hours on China’s Double 11 sales day, the world’s largest single-day online shopping event.
The sales, which spanned Fonterra's Anchor, Anmum, and Anlene brands, were up 44 per cent compared to the sales made last year, according to the dairy giant.
Double 11 takes place on November 11 and has been timed to coincide with China’s ‘Single’s Day’ holiday.
It was launched in 2009, and the retail event has grown rapidly to become the biggest day on the global retail calendar.
Fonterra Greater China's e-commerce director Xiao Lu said the scale and competitiveness of Double 11 required a strategic and innovative approach.
“More than 100,000 merchants participated this year, so competition is fierce,” Lu said.
“We put a lot of energy into a smart strategy that ensured we engaged consumers well.
“Our team ran a number of innovative warm-up campaigns which included live-stream broadcasts and interactive online ‘shopping towns’.
"This helped us build momentum as the shopping day approached.”
This is the fourth year Fonterra has participated in the Double 11 event.
