Point of view: Is Singles' Day good for brands?

This article asks whether Singles' Day, China's e-marketing event offering steep discounts to consumers, is good for brands.

Point of view: Is Singles' Day good for brands?

Edward BellFCB Greater China

Arguably the most public face of China's e-marketing juggernaut is Singles' Day. One can't help but be in awe of the sheer scale of it: 278 million orders for 30,000 brands offering everything from smartphones to smart-looking underwear were placed in the 24-hour window, resulting in over US$ 14 billion changing hands. And it's speeding up like a rocket. This year's dollar volume was 60% greater than the year before and it was the same the year before that. And given the runaway success of it,...

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