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.
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.
Top news, insights and analysis every weekday
Sign up for Campaign Bulletins