Alibaba's Tmall turns 'Singles' Day' into a shopping festival in Singapore

Elizabeth Tong
Entertainment Reporter
Tmall World’s business development manager, Charlene Zhang, speaking at the Tmall product showcase at Singapore launch of 11.11 Global Shopping Festival (Photo: Alibaba Group)

Being single generally comes with some perks, like not having to spend money on Valentines’ Day, but one Chinese company is looking to change all that for Singaporeans.

Online retail site Tmall (formerly known as Taobao Mall) announced the official launch of the annual 11.11 Global Shopping Festival for shoppers in Singapore on Wednesday (1 November), along with a showcase of offerings from its home and living, lifestyle and fashion categories.

The annual 11.11 Global Shopping Festival event – widely considered to be the biggest online shopping day – will take place on 11 November, also known as Singles’ Day in China.

Shoppers in Singapore can participate in the sale on 11 November at the start of midnight, and shop until 11.59pm through Tmall, Taobao Marketplace or Mobile Taobao (手机淘 宝), the mobile shopping app of Alibaba Group.

For this year’s 11.11 Global Shopping Festival, Tmall will be bringing 100 popular Chinese brands such as Lin Shi Mo Ye and HSTYLE to customers outside of China for the first time. It’s still a fraction of the 140,000 brands that are participating in the shopping event in China this year.

The official launch of the event will include localised services for customers in Singapore, such as sea freight shipping and optional installation services for home furniture purchased on Tmall. There will also be promotions provided by local payment partners such as Maybank, UOB, Mastercard and AXS.

Tmall is an online shopping platform for brands and retailers to sell directly to customers in China, unlike the consumer-to-consumer format that Taobao Marketplace uses. Some Tmall merchants in China include Burberry, Sephora, Target, Maserati, Ray-Ban, Apple and Victoria’s Secret.

In 2016, sales from the 11.11 Global Shopping Festival was US$17.8 billion, much more than sales generated in the US during Black Friday (US$3.34 billion) and Cyber Monday (US$3.39 billion).

Earlier this week, Tmall held a “See Now Buy Now” fashion and entertainment show in Shanghai. Check out the video here:

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