Another Alibaba Singles Day countdown gala in the making

Banking on the pull of star power and light entertainment to drive conspicuous consumption, Alibaba will again host an 11.11 countdown event leading up to the midnight start of its 2016 11.11 Global Shopping Festival.

Chinese internet shopping marketplace Alibaba this week announced some of its plans for this year’s Singles Day countdown gala — a peak event for the Chinese shopping season that is likely to vastly outstrip Black Friday, Prime Day, or Christmas in the region.

From not so humble beginnings
Alibaba debuted the 11.11 Global Shopping Festival come variety show last year, which mimics the format of the popular Spring Festival gala on the eve of the Lunar New Year. The star-studded event featured the likes of James Bond title actor Daniel Crai, and apparently commanded the attention of nearly one-third of all Chinese TV viewers during the live event on November 10th, with many others streamed it online according to independent ratings agency Kuyun.

“Alibaba Group single-handedly created the iconic 11.11 shopping festival in China seven years ago to unlock the power of the Chinese consumer,” said Chris Tung, Chief Marketing Officer of Alibaba Group. “Today, 11.11 has become not only a day for China to shop for deals, but truly a festival where people all over China and the world gather to celebrate a new and improved lifestyle, as well as a world of fun and opportunities made possible because of technology – namely the Internet, Mobile, and Big Data.”

Limited free advertising on offer
In an attempt to encourage innovation and originality, Alibaba will this year allocate four free one-minute advertising time slots to consumers, brands, non-profit organizations, or other 11.11 participants during prime time live broadcasting of the upcoming gala, depending on the level of creativity in their ad submissions.

Extensive media coverage
Alibaba’s official media partner, Zhejiang Satellite TV, along with a host of its media assets like Youku Tudou, Tmall TV Box, and UC Web will be conduct live broadcast of this year’s event. The Chinese e-commerce giant also announced the gala had already secured title sponsorship from Shanghai Jahwa, one of China’s largest manufacturers of daily-used personal chemicals products company.

Tags: Alibaba, Marketing

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