The 11.11 Debrief: Beauty of the 'last mile'

2014’s 'Double 11' is done and dusted. Tmall's total turnover of RMB 57.1 billion significantly surpassed last year’s RMB 35 billion. While everyone has focused on this outstanding figure, Isobar’s Eve Lo looked beyond this to what brands and retailers can learn from this frenetic event.