By Danielle Long

Alibaba has officially launched its 11.11 (Singles Day) Global Shopping Festival, kicking off the three-week event with a fashion show in Shanghai.

The “See Now, Buy Now” fashion show, which showcased the fashion and apparel that is available to buy during the 11.11 festival, was one a number of promotions and entertainment features unveiled by the e-commerce giant to promote the annual event.

The event highlights a key strategic focus for Alibaba, which aims to blend e-commerce with entertainment through live-streaming, short content videos and personalised features.

Alibaba’s chief marketing officer Chris Tung told Alizila, Read full story ›

Source: The Drum