E-commerce giant celebrates 10th anniversary in a big way
Deena M. Amato-McCoy
Alibaba Group is celebrating its 10th global shopping holiday by expanding the global event’s scale and reach.
The e-retailer kicked off Singles Day pre-sale activities on Friday. During this month-long campaign, the company’s key businesses will offer “hundreds of millions” of consumers in and outside of China high-quality products, entertainment and fast, reliable services. This year, 180,000 brands from China and around the world are expected to participate in the 11.11 Global Shopping Festival event.
To expand the breadth of this year’s sale, Alibaba is using its e-commerce sites and physical stores to highlight the company’s New Retail strategy, which melds the online and offline consumer retail experiences through technology. For example, the company’s Tmall e-commerce site will offer 500,000 items for pre-order starting Oct. 20, and promotional coupons will be available via Mobile Taobao and Mobile Tmall.
Alibaba is also leveraging 200,000 smart stores in China across the apparel, fast-moving consumer goods, beauty products, automobile and home décor industries to boost traffic to offline and online shopping destinations. Tmall Global will provides 3,700 categories of imported goods from 75 countries and regions on its platform.
TMall World, AliExpress and Lazada will also bring Singles Day to “hundreds of millions” of overseas users. For example, Lazada will host its first 11.11 Shopping Festival for customers in Singapore, Malaysia, Thailand, Indonesia, the Philippines and Vietnam, according to the company.
Meanwhile, Hema, Alibaba’s New Retail supermarket chain, will designate 11.11 signature stores, each featuring a number of promotions. And RT-Mart will fully equip its nearly 400 stores with New Retail capabilities.
The company did not reveal a sales forecast.
“Two years ago, New Retail was first launched, and since then we have explored and embraced New Retail. Double 11 is a great opportunity to showcase our progress so far,” said Alibaba Group CEO Daniel Zhang. “The festival’s astounding growth over the past decade has powered the steady rise in quality consumption sought by Chinese shoppers. The evolution also showcases the development of the Alibaba ecosystem over time, expanding well beyond e-commerce.”