Singles Day has come a long way from an opportunistic marketing campaign to a global shopping festival and beyond.
In fact, listening to Alibaba CMO Chris Tung, one might get confused with mistaking Jack Ma for Santa Claus:
"It's very important for us to bring that holiday feeling, that joy of holiday to to all the people who have been looking forward to this double-eleven day for a year. So it's becoming more like a Christmas kind of holiday for a lot of people..."
In this Campaign Shorts video, Tung spells out how Singles Day has and continues to evolve over time.
.jpg&h=334&w=500&q=100&v=20170226&c=1)
.jpg&h=334&w=500&q=100&v=20170226&c=1)
.jpg&h=334&w=500&q=100&v=20170226&c=1)
.jpg&h=334&w=500&q=100&v=20170226&c=1)
.png&h=334&w=500&q=100&v=20170226&c=1)
.jpg&h=268&w=401&q=100&v=20170226&c=1)