Alibaba’s #Double11 takes digital integration to next level

Alibaba Double 11

This November China’s capital Shanghai was witness to Alibaba’s Global Shopping festival featuring a 24-hour online shopping promotion across Alibaba’s major platforms.

Marking it’s 10th year anniversary, the festival showcased the convergence of online and offline shopping experiences alongside livestreaming and interactive entertainment activities. First introduced in 2009, the 11.11 shopping festival has emerged to become it’s annual signature celebration on a global scale. Alibaba has been delivering its New Retail strategy and this year’s 11.11 Global Shopping Festival amped up the digital quotient.

The global event also demonstrated the enthusiasm of consumers and brands embrace Alibaba’s New Retail strategy – the convergence of online and offline retail through technology.“On the back of China’s explosive digital transformation, the Festival’s astounding growth over the past decade has powered the steady growth of quality consumption sought by Chinese shoppers. The evolution also showcases the development of the Alibaba ecosystem over time expanding well beyond e-commerce,” said Alibaba Group CEO Daniel Zhang. This year, 500,000 items were available for pre-order on Tmall from October 20. Customers were also offered additional promotional coupons on Mobile Taobao and Mobile Tmall.

The Internet may have come late to China, but its use has spread rapidly. China now has the world’s largest online population, with 802 million of Internet users, 98% of them mobile. This year, Alibaba, together with leading Internet celebrities, will produce over 10,000 short videos on various platforms, introducing hot items in a fun and interactive way to engage Chinese millennials. KOLs will conduct non-stop livestreaming over the 20 days leading up to 11.11, and over 200 Chinese celebrities will post on their social media channels a series of passcodes for consumers to unlock red packets with various brands.

Also Read: Alibaba’s 2018 11.11 Global Shopping Festival to see the convergence of online and offline retail through technology

On this, Jet Jing, Tmall President, Alibaba commented, “The millennials in China are born with the Internet. In this year’s 11.11, we added a new interactive voting feature to our signature ‘See Now Buy Now’ fashion show. As a prelude of the 2018 Global Shopping Festival, the fashion show was held in Beijing with an impressive line-up of more than 60 international and home-grown brands and allowed viewers to purchase items shown on the runway instantly from their mobile phones and vote for their favourite outfits to create a trend report.  The ‘See Now Buy Now’ show becomes a powerful sales channel for the world’s leading brands and also has the potential to reshape the fashion industry with the interactive component tailored for the always-online Chinese youth.”

He added, “The 11.11 this year also marked the first time the entire Alibaba ecosystem was mobilized to support this mega-event. Promotions covered e-commerce offers, entertainment content and local services. We are impressed by the stunning result achieved this year, which demonstrates the enthusiasm of consumers and brands embracing this global celebration.”

Also, on 11.11, AliExpress engaged with over 150 online key opinion leaders (KOLs) from Russia, Spain, France, Poland and the Middle East in a global promotion. AliExpress participated in this year’s 11.11 with activities spanning its global network for a total of 48 hours. For some key regions and countries, such as those listed above, AliExpress used AI to help create a range of product selections that cater to the preference of local consumers.

The company’s Global Shopping Festival has grown beyond an annual online shopping bonanza to become a key driving force that has transformed the lifestyle of Chinese consumers through the latest technology.