Alibaba’s annual “shopping extravaganza” started today, with the retailer promising to make to world’s biggest shopping event bigger than ever before.
The 2019 11.11 Global Shopping Festival, which raked in a record £23.1 billion in 24-hours last year, officially began pre-sales today marking the start of the “11.11 season”.
Alibaba says 200,000 brands will participate in this year’s event, 22,000 of which will be from 78 markets outside of China.
Over 1 million new products will be on offer to the 500 million customers expected to make purchases on November 11, roughly 100 million more than last year.
Thousands of opinion leaders will be livestreaming product showcases throughout the festival, and Alibaba plans to distribute two-billion digital cash vouchers called “red packets”.
Brands including Victoria’s Secret, MAC, Tom Ford and Giorgio Armani Beauty will roll out upgraded flagship stores on Alibaba’s Tmall for the event.
Like last year, Alibaba will host a “see now, buy now” runway show in the run up to the event, featuring items from Levi’s, Polo Ralph Lauren and Burberry.
A Countdown Gala Celebration will also be held on November 10, a live show aired on major Chinese networks and Alibaba’s video streaming hub Youku in the hours before the event.