Alibaba launches 2019 11.11 Global Shopping Festival

Alibaba Group has launched its 2019 11.11 Global Shopping Festival, taking the annual event into its second decade.

The shopping holiday this year focused on “new consumption,” “new business” and actively contributing to a greener society.

“Our goal is to stimulate consumption demand and support lifestyle upgrade in China through new brands and products,” said Taobao and Tmall president Fan Jiang. “We will enable merchants in China and around the world to grow their businesses through data-driven product innovation and consumer insights, as well as leverage our recommendation technology and content-driven user engagement to delight consumers in urban coastal cities and less-developed areas of China.

“Given its scale, minimizing environmental impact is essential and our technology will ensure it is a green 2019 11.11 Global Shopping Festival.”

The festival taps a global supply chain to meet the growing demand of Chinese consumers for new brands and new products. More than 200,000 brands are participating; one million new products are on offer and more than 500 million users are expected to participate in this year’s festival – about 100 million more than last year.

Estimated consumer savings from brand and platform promotions and coupons are around RMB 50 billion (US$7 billion).

For the first time, Alibaba held a concurrent kickoff event in the northeastern city of Harbin, underscoring its focus on serving consumers and small businesses in China’s less-developed markets. In the last quarter, more than 70 percent of Alibaba’s new annual active consumers came from lower-tier cities.

“The success of our focus on less-developed markets in China is reflected in our new customer acquisition growth,” said Alibaba Group CMO Chris Tung. “We are equally driven to help local enterprises and factories digitize, which improve their operational efficiency and ability to engage with customers across the country.”