Thanks to China’s consumer-oriented “Singles Day” shopping holiday, Shanghai OnStar experienced a surge in sales of 400 percent on a year-over-year basis earlier this month. Many of the sales came from China’s hugely popular online shopping marketplace, TMALL.
OnStar’s flagship TMALL store experienced a growth in sales of 530 percent on November 11. The jump in consumer interest can be attributed to China’s Singles Day, which is described as a two-day shopping festival held between November 10-12. TMALL and other consumer goods companies initiated the holiday, which has since become “an annual consumer tradition,” in the country.
OnStar’s Chinese joint venture says the number of buyers of its multiple-year service packages grew six-fold during Singles Day, with mobile application platform sales doubling. The company says this extreme success in the online marketplace has inspired it to pursue similar internet-based sales tactics.
“The sales results during Singles Day have given us a better understanding of consumer needs and expectations. Shanghai OnStar will continue leveraging e-commerce to reach out to more vehicle users with our industry-best services,” said Shanghai OnStar Managing Director Diane Jurgens.