How Alibaba co-opted anti-Valentines day and exceeded Black Friday
November 20, 2017 9:06 AM Subscribe
Two minutes and one second into its annual mega-sale, Chinese e-commerce giant Alibaba hit $1 billion in sales, quickly passing Amazon's 2017 Prime Day sales record. By the end of the day, the final sales tally rang in at $25,386,927,848, about 40% higher than last year's record. How do you hype a commercial holiday that dwarfs Black Friday and Cyber Monday in the United States? A musical number from Pharrell Williams, as part of a lavish gala in Shanghai with Nicole Kidman, Karen Mok and Maria Sharapova. And why November 11? To co-opt Singles' Day, which was created in the 1990s by a group of university students at Nanjing University, before the Chinese entrepreneur Jack Ma founded Alibaba.
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