Double Eleven (11.11, or 11 Nov), a.k.a. Singles’ Day Festival is a global shopping event initiated by Alibaba and adopted by other e-commerce platforms and retailers.
Despite the ongoing pandemic, from 1-11 November 2020, Taobao and Tmall has recorded a jaw-dropping 3723 billion in retail sales.
Alibaba usually kicks off Singles Day with a gala event which ends just before midnight on Nov. 11. Last year, Mariah Carey put on a performance, and this year, Alibaba signed up U.S. pop superstar Taylor Swift. The gala, which is streamed online, often showcases some of the brands that will be on offer and prompts users to begin pre-ordering.
Live streaming has become a big part of the shopping experience on Chinese e-commerce sites. Often online personalities will speak to their followers and talk about products.
Within the livestream, there will be an option to buy the goods. Alibaba’s platforms Taobao and Tmall have this feature.
Singles Day used to be a phenomenon only open to Chinese consumers, but Alibaba has been looking to expand its reach in a bid to boost sales and as the e-commerce giant continues to push its business overseas.
Leading the charge in e-commerce and online shopping, many trends starts in China due to their advanced online shopping system. Trends they have started include live streaming sales, celebrity promotions, and the latest social media - Tik Tok.
How much did you spend this 11-11? How do you think our local e-commerce circle can learn from Alibaba?