Surekha Ragavan
Nov 10, 2021

Why Tmall’s messaging around 11/11 became ‘less about the discounts’

The platform’s annual shopping festival is straying away from shouting about its seasonal prices from the rooftops and is instead centring a vision that upholds sustainability and long-term goals.

Employees at Cainiao Smart Logistics Network, the logistics affiliate of Alibaba, packaging orders ahead of the 11/11 shopping festival. (Getty Images)

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