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Alibaba kicks off annual 11.11 Global Shopping Festival

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Shanghai, China – Customer-centric innovations and features—this has been Alibaba’s focal point this year as they recently announced their plans for the annual 11.11 Global Shopping Festival.

As ‘11.11’ continues to grow by the year, Alibaba focused on launching new strategies in the midst of changing consumer behaviors. Strategies include promotion of Alipay’s digital lifestyle platform, ‘doubling’ of shopping windows that will aid in featuring more brands and merchants, consumer reach and promotions, and utilization of livestreaming technology to drive more engagement from customers, especially from Chinese consumers, which has been noted to create the largest international presence to date.

Alibaba’s Alipay digital lifestyle platform aims at connecting almost two million local service providers in China, including micro-merchants such as street stalls and small-scale grocery stores. On the other hand, the company recently launched its Taobao Deals’ “RMB1 Sales” campaign, which aims at encouraging consumers to purchase goods at huge discounts and free shipping. Lastly, in regards to the livestreaming strategies, Alibaba aims to launch a shopping festival concept in Southeast Asia-namely in Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam markets.

Jiang Fan, president of Taobao and Tmall, expressed his hopes for the 11.11 Global Shopping Festival, stating that through these innovations, the company hopes to adapt to the changes this year has brought to the consumer market.

“The pandemic has fundamentally changed consumer shopping preferences and accelerated digital transformation of many businesses. Through our expansion from ‘single’ to ‘double,’ 11.11 will be offering more opportunities for merchants both online and offline to engage with consumers as well as provide a better consumer experience overall,” Fan stated.

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