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How Small Brands Cut Through Singles’ Day Noise

Singles’ Day may be China’s biggest sales event but smaller, independent and emerging brands attracted an outsized share of attention this month. What’s their secret?
Alibaba's final Double 11 sales tally came to the equivalent of $75 billion.
Alibaba's final Double 11 sales tally came to the equivalent of $75 billion.
By
  • Casey Hall

Singles’ Day is always big. Huge numbers and flamboyant galas with big international stars like Katy Perry play out on big screens tallying up record-breaking sales in dizzying fashion.

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