How T-Mall turned China’s Singles Day into the world’s biggest e-commerce event

This article describes how T-Mall, the Chinese online retail portal featuring some 10,000 merchants, focused a campaign around China's Single’s Day on 11 November 2012.

How T-Mall turned China's Singles Day into the world's biggest e-commerce event

Tessa Thorniley

Client: T-Mall (owned by Alibaba) Agency: DDB China Group Campaign: Singles Day Market: China

What started off in the 1990s as a bit of fun to celebrate single life among university students in the southern town of Nanjing has become China's biggest retail day of the year.

Singles Day, held on November 11 (11/11), may have started off as a celebration of bachelorhood with parties, dating events and karaoke sessions, but it has since become a...

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