How Alibaba continues to revolutionise retail in China

This event report details how Alibaba, a Chinese e-commerce company, has changed retail in China through continuous innovation in its omnichannel strategy.

How Alibaba continues to revolutionise retail in China

Lucy AitkenWarc

Alibaba not only dominates e-commerce in China, it's also changed habits, behind-the-scenes logistics and retail experiences. One way it has changed how people shop is through introducing new occasions to encourage them to spend. The most prevalent is Singles Day, now a global shopping event which it helped to create. On Singles Day 2016, Alibaba sales broke $5 billion in just one hour and $12 billion in 12 hours; total sales were $17.8 billion – that's a 27% increase from 2015's $14 billion.

Singles Day takes place on 11...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands