Brands rake in millions as Alibaba’s Singles’ Day enters last stretch By Reuters

© Reuters. FILE PHOTO: Commercial to advertise Alibaba’s Singles’ Day buying pageant in Shanghai, China November 1, 2021. REUTERS/Aly Tune

By Josh Horwitz

SHANGHAI (Reuters) -Greater than 380 manufacturers from Apple Inc (NASDAQ:) to L’Oreal SA have raked in additional than 100 million yuan ($15.7 million) every since Alibaba (NYSE:) Group kicked off its Singles Day pageant on Nov. 1, the corporate stated on Thursday.

The net blitz is an 11-day occasion with the perfect offers concentrated in two low cost durations, Nov. 1-3 and Nov. 11. Final yr it racked up $74 billion in orders, or “gross merchandise worth” (GMV).

Alibaba this yr has toned down nL4N2RO2XZ the advertising and marketing hype amid stringent regulatory scrutiny, however the occasion stays a high draw for thousands and thousands of retailers and customers with livestreamers hawking merchandise from skincare to sports activities sneakers.

China’s hottest livestreaming hosts, Li Jiaqi and Viya, begun livestreaming on Oct. 20 and respectively presold over 11.5 billion yuan and eight.53 billion yuan of merchandise, in accordance with Chinese language media.

Analysts, nonetheless, say they’re anticipating Alibaba to report solely a minor improve in GMV this yr, citing slowing retail gross sales, provide shortages, energy disruptions and COVID-19 lockdowns.

The corporate has executed away with an viewers for its annual leisure gala this yr and has not offered a media centre to reporters for the primary time, citing COVID-19 precautions. It opted to livestream the occasion as a substitute.

On the eve of the occasion’s remaining 24 hours, the livestreamed gala on Wednesday featured British actor Benedict Cumberbatch, recognized for his portrayal of fictional crime-fighter Sherlock Holmes, who offered clues to puzzles the hosts solved by way of video message. Previous to the pandemic, Singles’ Day galas noticed in-person performances by stars akin to Taylor Swift and Pharrell Williams.

Monitor star Su Bingtian, the primary Chinese language particular person to compete within the males’s 100-meter remaining on the 2020 Tokyo Olympics, additionally appeared this yr, together with different Chinese language celebrities and performers.

The buying occasion caps a yr of ongoing regulatory tightening from Chinese language authorities in a variety of industries throughout which Alibaba was a frequent goal.

The e-commerce large was fined a document $2.8 billion for monopolistic behaviour in April and its founder Jack Ma, China’s highest-profile entrepreneur, has retreated from public view after criticising Chinese language regulators a yr in the past.

The crackdown has prolonged into the Singles’ Day gross sales interval. On Nov. 5, regulators in Guangdong Province convened with a variety of e-commerce firms, together with Alibaba to warn about uncompetitive practices, faux merchandise, and different points.

Alibaba declined to touch upon the assembly.

($1 = 6.3916 renminbi)

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