In the ten years since 11.11 Global Shopping Festival launched as an online shopping sale in China, it has become a worldwide phenomenon. Though a relative newcomer, Access Corporate Group, a leading brand management company, has quickly seen the advantages of introducing premium brands and products onto the market during Singles’ Day. At this year’s 11.11, the company achieved a total GMV of A$210 million, an increase from its already impressive performance in 2019.
More than 30 exceptional brands represented by Access Corporate Group, mostly its own acquired or invested brands, all benefited from energetic participation across multiple platforms at this major shopping event. Millions of consumers from 1,360 cities in nine countries made orders during the 11-day event.
Brands that significantly stood out this year included the award-winning Vida Glow, with the ingestible beauty supplement going from strength to strength in every marketplace; leading skincare brand Minenssey that sold over 900,000 pods of its signature clay masks; as well as Thalissi, a Spanish natural cosmetic brand which saw sales increased by over 200 percent.
“The 11.11 Global Shopping Festival is a perfect opportunity to showcase our exciting international brands and premium quality products, not only in China but all around the world,” said Livia Wang, Global Brand Officer, Access Corporate Group.
“We’re very proud of the hard work our people put into creating incredible campaigns for our brands this year. It is a challenging environment - we are competing for the attention of billions of consumers, and it is critical that our brands stand out and really shine.”
Access is building a strong reputation not only for its unique brand management model but also for being at the forefront of trends in marketing. The company has been recently recognised as an ABA100 Winner for Brand Management in The Australian Business Awards 2020. This year Access created a wealth of new ways to engage in its storytelling as well as innovative promotions for every brand. This involved production of short snappy videos; interactive games; and fun livestreaming events, featuring celebrities including one with fashion icon and former Harper’s Bazaar China editor Su Mang that kicked off this year’s festival in style.
Logistics are another vital part of the success of Singles’ Day event. Despite challenges in air and sea freight limitations, border closures and workforce shortages due to the covid-19 pandemic, Access Corporate Group worked seamlessly with strong partners to dispatch nearly 600 trucks, over 1,200 containers and more than 100 chartered flights to ensure fulfillment of cross-border product deliveries.
Access Corporate Group continues to grow and expand its footprint globally. This year saw the opening of its New Zealand office in Auckland, and 2021 will see offices opening in both the United States and Europe. The company currently serves more than 10 million consumers across the world.