The brand faced an uproar from consumers and top KOLs over what appeared to be a broken pricing promise. Its response, perceived by most as reasonable, has defused the situation.
With input from China ecommerce experts, we look at the global shopping festival's new additions this year, the challenges brands face, such as consumer fatigue and loss of third-party data, and future opportunities including virtual products.
Thirteen brands surpassed US$150 million in sales by 12:35 am on Singles Day, according to Alibaba. Also, see Katy Perry's "appearance" and a new fleet of autonomous delivery robot vehicles.
Cartier's first-ever livestream attracts 770,000 viewers, and imported products including coffee beans and camel milk see high demand as the festival officially kicks off.
Even as shoppers in China's lower-tier cities increase their spending, brands face the prospect of slimmer average billing from consumers there, compared to their metro counterparts.
Initiative with McCann Worldgroup and Community Chest will continue through all the season's shopping festivals.
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