Ever since the first Single’s Day or 11.11 sale began in China in 2009, every year, there would be plenty of commentary explaining the phenomenon to an international audience. This doesn’t appear to be necessary any more.
In its tenth edition, the event has grown into the world’s largest shopping festival where 180,000 brands participate and consumers take less than two hours to spend a phenomenal 100 billion yuan ($14.5 billion).
It is an event in its own right. Not an imitation, but something that that consistently pushes the boundaries in terms of content, tie-ins and consumption. In 2012, sales for Single’s Day first surpassed Cyber Monday and Black Friday in the US.
And so effectively targeting buying power has been a focus for many international marketers. Given the volume of purchases and the willingness of Chinese consumers to embrace new technologies, it is also a true testing ground for brand owners.
iClick has observed three major changes during this year’s 11.11…
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