Monographic course on Internet Law at CEF.- Center for Financial Studies Know the legal responsibilities that exist in the digital environment to protect your company Master in Strategy and Creative Brand Management – UPF-BSML earn to conceptualize a brand and define its creative and communication strategy. Singles Day is celebrated every November 11, an online shopping day that Alibaba capitalized on in China to reach the growing single population and give them an excuse to shop. Alibaba’s sales during those days were very high, so the shopping day ended up being exported globally.

In fact, even if I had never read anything about the history of Alibaba, on the 11th I would have easily known that it was a day of ecommerce celebration. Email marketing campaigns of all kinds of brands reminded me. The El Corte Inglés campaign spoke of World Shopping Day Tajikistan Email List , thus skipping having to focus solely on the single population (and it is not the only one that has used that name for the day).Be that as it may, Singles’ Day is a perfect example to see how, in recent years, the big brands and the big ecommerce players have managed to establish shopping days, days linked to certain consumptions and new consumer traditions in our calendar (Which is not so weird either: it’s what they did decades ago with Valentine’s . for example).The calendar has already been Prime Day, a day of offers that is Amazon marketing to promote its payment service for premium customers, or Black Friday. Black Friday was, until not so many years ago, a sales period typical of American culture, where the tug of a bridge was used to sell and kick off the big purchases of the Christmas campaign. And, although in Europe it makes no sense to use that Friday as a platform to sell (it is a Friday like any other), the large companies have taken charge of importing that celebration and have dragged all the other companies with it, SMEs included. And it is in this last point where the main problem of holidays and shopping days for smaller companies lies.

The big crowded days are marked on the calendar by the big companies, which are the ones who decide when and how. SMEs have no choice but to keep up with them and to assume that impact, although in reality these days are not always beneficial for them. Black Friday is a perfect example. The SMEs ended up adding, seeing that the day was everywhere, but the very existence of the party did not pay off. In addition to blowing up the sales calendar and accustoming consumers to a wave of recurring discounts, something they cannot bear, selling at a discount that day does not compensate them for the Christmas campaign. Some SMEs have been vocal with their criticism and not a few have been unmarked in the last two years explaining why they do not sell with promotion that day. But what would happen if SMEs took control of the calendar and began to impose their own parties and celebrations?

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