As the largest e-commerce platform in Africa, Jumia has also done a great job in marketing and promotion. There are medium and large-scale promotions almost every month throughout the year, and several important marketing nodes (the numbers in the circle represent the month).
Among them, Mobile Week, Jumia Anniversary, Africa Cup of Nations, Jumia Global and Black Friday are all T1-level promotions on the platform.
()Clearance Sale and Jumia loves You Elections Campaign
Time: January to February, the date is not fixed, depending on the specific election date, for one week.
Starting from January and February, various regions in Africa, led by Nigeria, began to enter the stage of national elections, and elections are always accompanied by people’s panic shopping behavior. At that time, the prices of products on the market will rise, and many consumers will face the pressure of high prices. Therefore, the Jumia platform launched this sale during this period to meet the shopping needs during the election. Since it is a clearance sale, discounts are of course indispensable. For consumers, this is a rare opportunity. They are more willing to use this opportunity to buy products that they have long admired but are expensive, such as the latest smartphones and small or large home appliances.
(II) Mobile Week
Time: March to April every year, for one week.
Mobile Week is one of the highest-level promotional activities of the Jumia platform and the largest mobile phone discount season of the platform in a year. During this period, the platform will carry out a huge traffic promotion activity for mobile phone categories, such as various types of mobile phones, accessories, mobile phone cases, etc. In addition to normal activity traffic support, the platform will also provide other activity support, such as the platform will provide free delivery services for orders of a certain amount of naira. Mobile Week activities are generally held in March and April of the year.
In the past two years, the most popular mobile phone brands on the Jumia platform are Ifinix, Tecno, Huawei from China, Samsung from South Korea and Apple from the United States. Infinix and Tecno are both brands under Transsion, China. In China, few people may have heard of this brand, but in Africa, Transsion mobile phones have almost occupied the top spot in the mobile phone sales rankings in Africa for several consecutive years.
(III) Big Home Makeover
Time: March to May every year.
As the name suggests, this is a promotion plan specifically for home products. During this period, all home products can offer the best prices of the year. The original intention of the event is to attach importance to interior design. Therefore, home furnishings, furniture and electrical appliances with a certain design style, such as chairs, cushions, side stools, lighting and wall hangings, will have good sales during the event.
(IV) Jumia Anniversary
Time: June to July every year, for half a month.
Jumia’s anniversary is also one of the highest-level promotions on the platform, similar to Vipshop’s “12.8” and JD.com’s “6.18”. During the anniversary celebration every year, Jumia not only offers the biggest discounts, but also provides a large number of coupons every day, and also provides free delivery and flash sales for certain orders. During the anniversary celebration in 2019, 500,000 coupons were issued every day. Africa is short of supplies. Therefore, during the anniversary celebration, almost every category of products can have sales several times higher than usual.
(Five) Africa Cup of Nations (Africa Cup of Nations Football Tournament)
Time: June-July every year.
The Africa Cup of Nations Football Tournament is a large-scale promotional event that was officially launched in 2019. Since football is the most popular sport in Africa, the event attracted a lot of consumers. Because it is a sports-related promotion, during this event, sports-related categories such as sports equipment, especially football-related peripheral products, will receive a lot of traffic support.
(Six) Jumia Global (Jumia Global Shopping)
Time: September-October every year.
Jumia Global is also a platform launched in 2019 This is a top-level promotion event launched in 2018. Unlike other events, this is a large-scale promotion event tailored specifically for Chinese sellers, and local African sellers are not allowed to participate. Because this event has not yet started when this book was published, the searchable information is limited, but it is clear that since it is one of the highest-level events, high discounts and platform support are inevitable, and sellers just need to participate.
(VII) Black Friday
Time: The fourth Friday of November each year, the time for “Black Friday” in 2020 is November 27.
Speaking of the world’s most well-known e-commerce festival “Black Friday”, everyone must be familiar with it. As Africa’s leading shopping platform, Jumia The “Black Friday” promotion was also introduced to the African market early.
Because “Black Friday” is close to Christmas, during the promotion period, consumers mainly hope to buy gifts for relatives and friends at preferential prices, as well as purchase decoration items for the festival. According to the practice of previous years, the discounts of all categories are up to 90%, among which the sales of women’s fashion, mobile phones, sports and fitness, and home kitchen products have the fastest growth.