vol.051：The Singles' Day Paradox
Description
The source provides an in-depth analysis of the "Singles' Day" sale in China, focusing on the changes and future trends of the massive e-commerce event, particularly in 2020. It explains how the traditional one-day sale, spearheaded by Alibaba, has become a multi-platform, extended-period event to counteract the perceived saturation of the internet user base and address issues like high return rates caused by complex coupon strategies. The text highlights that despite concerns about the sale reaching its limit, Alibaba achieved record growth by employing sophisticated data technology strategies to engage existing, previously non-participating users and increase purchase frequency, while also pointing to the emerging challenge from live commerce, exemplified by ByteDance's (TikTok/Douyin) successful entry into the market. Ultimately, the analysis suggests that future Singles' Day events will likely evolve significantly, moving toward new retail models centered on social interaction and community around products.
United States
