Alibaba Elevates 11.11 With New Retail, Deeper Engagement
Alibaba Group kicked off its annual 11.11 Global Shopping Festival on Tuesday, promising even greater choice for shoppers this year and deeper levels of consumer engagement as New Retail takes center stage for the world’s largest one-day online sale.
The annual event, which last year generated over RMB120 billion (U.S.$17.8 billion) in gross merchandise volume, will this year include 140,000 brands and 15 million products for the over half-billion mobile users of Alibaba platforms, including Tmall and Taobao Marketplace.
Watch: See what’s to come at this year’s 11.11 Global Shopping Festival
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A number of brands, including Tag Heuer and G-Star, will launch new products exclusively for the four-hour show, which will air on seven different platforms including Beijing TV, Youku, Weibo, Today’s Headline and the Taobao and Tmall mobile apps.
Alibaba also announced that it would once again hold its 11.11 Countdown Gala Celebration on the night of Nov. 10 in the run-up to the festival’s midnight start. Hollywood producer David Hill has signed on to direct for the second year in a row, and a number of top-tier singers and movie stars expected to appear will be announced in the coming 10 days
The 11.11 Global Shopping Festival is where “entertainment and retail become one,” Chief Marketing Officer Chris Tung said in the statement.
“Regardless of their physical location, consumers will be able to participate in more experiences than ever before this year, all showing the reality of New Retail,” he said.