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Wang Xiaojing, a 29-year-old working for a real estate company in south China, found her spending exceeding 6,000 yuan （$900） on November 11, also known as Singles Day, a day marked by an online shopping frenzy nationwide. She bought skincare products, lingerie, a supply of snacks to last her for months, and a suitcase for her parents at a whopping discount. Her family had also shown interest in the shopping extravaganza. Wang said her mother reminded her a week before not to miss the annual online shopping carnival.
Wang’s boss, who declined to be named, also had an online shopping trolley full of different electronic products. He checked out on November 11 too. “Both of us have faith in online stores,” Wang said, adding that she found the commodities she bought online are of the same quality as products from bricks-and-mortar stores.
Singles Day, which started out as a cheeky anti-Valentine’s Day celebration in China, has evolved into a grand sales event attracting global retailers and consumers. According to statistics from Syntun, a leading big data service provider, total online sales on this year’s Singles Day hit 253.97 billion yuan （$38.34 billion）, up 48.63 percent from the 170.87 billion yuan （$25.79 billion） registered last year.
For China’s largest online business-toconsumer retail platform, Alibaba’s Tmall, total sales on Singles Day reached 168.2 billion yuan （$25.39 billion）, up 39.35 percent year on year, with online transactions covering 225 countries and regions. Another ecommerce frontrunner JD.com witnessed a sales volume of 54.38 billion yuan （$8.21 billion）, a year-on-year increase of over 50 percent. JD.com’s total sales during its promotional period before Singles Day—from November 1 to 11—amounted to 127.1 billion yuan （$19.19 billion）.
Chinese consumers continue to drive online sales ahead of their global counterparts, while Singles Day has been identified as the most popular online festival, a recent KPMG analysis noted.
New trends
“The 2017 Singles Day aroused the resonance of global retailers and consumers, which is expected to facilitate the overseas development of Chinese brands,” Zhang Yong, CEO of Alibaba Group, said at a recent press conference.
Of Alibaba’s export sales on Singles Day, Russia, China’s Hong Kong, the United States and Australia accounted for 18.7 percent, 17.6 percent, 9.2 percent, and 4.2 percent respectively, according to statistics from Syntun.
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