Alibaba’s 11.11 (Double 11) shopping sale is now the world’s biggest shopping event, eclipsing the likes of Black Friday. But how did a day originally designed to celebrate single people become such a global phenomenon?
The Drum interviewed Alibaba chief marketing officer (CMO) Chris Tung at The Drum Digital Summit, ahead of the 2020 11.11 shopping day, to understand how marketing drove the success of the day and why innovation and digital are how Alibaba plans to keep the shopping day relevant.
Alibaba has retired the ‘Singles Day’ name, rechristening the 11 November shopping bonanza the Read full story ›
Source: The Drum
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