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Beneath the Shopping Frenzy: Who Really Benefits From Singles Day?
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Beneath the Shopping Frenzy: Who Really Benefits From Singles Day?

Chu Bu Liu Xiang
Iyiou, 2017
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Recommendation

On Singles Day 2017, Alibaba once again broke sales records, generating ¥168.2 billion ($25.3 billion) in transactions across its e-commerce platforms. Despite this whopping success, Singles Day 2017 also received the most complaints from consumers criticizing Alibaba’s pricing strategy and complicated rules for obtaining and using coupons. Shoppers and store owners alike had trouble determining the final price of products prior to landing on the final payment page. Business blogger Chu Bu Liu Xiang from tech media site iYiou explains how Singles Day has changed and why small to midsized store owners are now dreading the event. getAbstract recommends this article to coupon clippers and bargain hunters.

Take-Aways

  • A more competitive landscape due to rising Singles Day participation along with the marketing fees businesses have to pay to Alibaba have made it difficult for small to midsized online stores on Taobao and Tmall to break even on Singles Day.
  • Large stores and big brands receive the majority of user traffic on Singles Day.
  • More than half of the products customers buy on Singles Day aren’t actually on sale, and some may even be more expensive.

About the Author

Chu Bu Liu Xiang (pseudonym) is a business blogger who writes for Ling Shou, a WeChat wemedia account that focuses on business, retail and tech reports. This article was republished on the Chinese tech media site iYiou.com.

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