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Alibaba claims to launch largest ever 11.11 global shopping festival

Alibaba has kicked-off this year’s 11.11 global shopping festival, claiming the event will be the largest ever in terms of scale and reach.

Over 180,000 brands from China and around the world will participate in this year’s 11.11. Also, 200,000 smart stores in China across the apparel, fast-moving consumer goods, beauty products, automobile and home decor industries will help boost traffic to offline and online shopping destinations. Tmall Global will provide 3,700 categories of imported goods from 75 countries and regions on its platform.

To extend the event to global audiences, Tmall World, AliExpress and Lazada will bring the event to overseas consumers.

Lazada is going to host its first 11.11 shopping festival across six countries including Singapore, Malaysia, Thailand, Indonesia, the Philippines and Vietnam.

Years after Alibaba introduced its “new retail” strategy, the e-commerce giant said this year’s 11.11 will continue to demonstrate the convergence of online and offline retail through technology. 200,000 mom-and-pop stores powered by Alibaba’s Ling Shou Tong will provide online sales promotions with augmented reality-based red packets that offer discounts at 3,000 “Tmall Corner Stores”. Rural Taobao will also bring coupons to its services in 800 counties across 29 provinces in China.

“Over the last two years, we have pioneered the concept of ‘new retail’ to accelerate the digital transformation of the offline. We are excited by the impressive results achieved to date and will continue to be the driving force innovating for merchants and customers in the coming decades. We aim to become both the number-one business partner for brands and the number-one shopping destination for consumers,” said Daniel Zhang, CEO of Alibaba Group.

Alibaba’s food delivery arm Ele.me will provide delivery services for select Starbucks stores across 11 Chinese cities, including full-service coverage in Beijing and Shanghai. In addition, 150,000 merchant partners of Koubei will offer half-price discounts on catering, beauty and hair salons and karaoke bars. Other features of this year’s festival include Hema supermarket, which will designate 11.11 signature stores featuring a number of promotions. RT-Mart will complete the makeover of its nearly 400 stores, fully equipping them with new retail capabilities.

Tmall Collection’s “See Now, Buy Now” fashion show was broadcast live on 10 platforms including Taobao, Youku, Weibo and Toutiao on October 20, providing millions of customers the opportunity to buy their favourite items on the spot and vote for their favourite looks to create a trend report.

Tmall has also started its pre-order on October as customers can enjoy additional promotional coupons on Mobile Taobao and Mobile Tmall.

“This year marks the 10th anniversary of 11.11. 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 Zhang.

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