Taiwan
E-commerce · 8 months
E-commerce Double 11: Seasonal Content & Media Links
Over-reliance on paid ads pushed up off-season CAC. Pre-season Traditional Chinese trend content and beauty media links built category page authority before the peak.
Double 11 Organic Revenue
baseline → +223%
+223%
Category Page Referring Domains
12 → 47
+292%
Peak Season Ad Share
78% → 52%
-26 pts
Oct–Nov Organic Revenue Index
M1M2M3M4M5M6M7M8
Media Partnership Types
Challenge
- Category pages lacked referring domains; traffic during promotions depended almost entirely on ads.
- Competitors still captured Google shopping-related terms outside Momo and PChome.
- UGC and media coverage were scattered and did not funnel to flagship pages on the brand site.
Approach
- Published a Taiwan consumer skincare budget survey paired with a Double 11 product selection guide.
- Partnered with beauty editor media on feature stories earning followed links to category hubs.
- Restructured internal links six weeks early to route media traffic toward high-margin SKU collection pages.
Results
- ✓Double 11 organic revenue grew 223% year over year.
- ✓Average category page rankings improved 11 positions before peak season.
- ✓Brand search volume peaked in October and held through December.
“For the first time we saw organic search orders climb two months before Double 11—we did not have to bet everything on Meta.”