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Why Brands Must Re-Examine Their Singles’ Day Strategies

The Chinese shopping festival still generates billions in annual sales, but the online extravaganza is undergoing a makeover as the government promotes ‘common prosperity.’
Chenkai Ling (L), vice president and head of strategy for e-commerce giant JD.com, speaks to journalists in the data centre control room where they track sales and trends for Singles Day at the company's headquarters. Getty Images.
Ling Chenkai (L), vice president and head of strategy at e-commerce giant JD.com, speaks to journalists in the room where the company tracks Singles' Day performance. Getty Images.
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BoF PROFESSIONAL

Between them, Alibaba and rival JD.com sold merchandise worth $115 billion on their e-commerce platforms during last year’s Singles’ Day sales period. The annual shopping festival has ballooned from a single day on Nov. 11 to an 11-day promotion starting on Nov. 1 as well as a “pre-sale” period that begins several weeks before that.

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