Jenny Chan 陳詠欣
Nov 5, 2018

Singles Day: MNCs evolve e-commerce KPIs in China—just not fast enough

Ahead of Singles Day, many multinational brands find themselves still trying to keep up with the omnichannel footprints of Alibaba and JD.

As November hits, Chinese marketers and retailers are abuzz, preparing for the annual carnival of consumption that is the 11.11 Singles Day shopping festival extravaganza.  

Some disparage the hype and gimmicks, all designed to get people to buy. But the scale and power of this mega sale season is what pushes China’s e-commerce industry to stay ahead of the world in logistics, payments and marketing guile.

So sophisticated has this...

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