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.
The martial arts icon makes his return for the e-retailer, this time fighting off bad boys with deals and discounts.
State media outlets, including Renmin Daily and Xinhua News Agency, have backed an anti-consumerism sentiment that has been growing in China.
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.
Live-streaming provides a new channel for brands to present themselves and sell products, especially to Chinese lower-tier city consumers.
Despite its origins celebrating 'being alone', this year 11.11 said far more about partnerships and collaborations than staying single.
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