The platform’s annual shopping festival is straying away from shouting about its seasonal prices from the rooftops and is instead centring a vision that upholds sustainability and long-term goals.
State media outlets, including Renmin Daily and Xinhua News Agency, have backed an anti-consumerism sentiment that has been growing in China.
Chris Tung tells Campaign turning Singles Day from a one-time promotion to a global holiday is perhaps Alibaba's biggest single marketing achievement
Top news, insights and analysis every weekday
Sign up for Campaign Bulletins