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Singles Day 10 year anniversary to feature streaming bonanza

Alibaba's video streaming site Youku said it will partner with Zhejiang TV and Shanghai Dragon TV to showcase globalization and new retail elements on this year's Singles Day. 
Ding Yining / SHINE

Alibaba Group's headquarters in Hangzhou. 

Alibaba's video streaming site Youku said it will partner with Zhejiang TV and Shanghai Dragon TV to stage the Tmall Single's Day countdown gala, which will be held at the Mercedes Benz Arena in the Pudong New Area for the second year in a row.  

The e-commerce giant will combine elements of popular variety shows from the two satellite TV stations to showcase the festive spirit as the annual online shopping spree, popularized by the e-commerce giant, turns 10 years old this year.  

The content production team at Youku also seek to leverage off the first China International Import Expo to woo TV viewers and participants in the shopping festival. Not only do they hope to showcase the evolution of retail and commerce over the past decade, but also how the e-commerce platform has facilitated the consumption upgrade. 

This year Single's Day, the world's biggest online shopping festival, falls just behind the six-day China International Import Expo to be held in Shanghai from November 5 to 10.

Tmall president Jing Jie said globalization and new retail will be the two key elements of this year's Singles Day shopping festival, and that Tmall's strategy to bring quality products to Chinese consumers bodes well with the China Import Expo, which seeks the more speedy introduction of imported goods into the domestic market. 

Last month, four major procurement alliances were set up by the Shanghai trading group in preparation for the first China International Import Expo in November. 

Shanghai Dragon TV's director Wang Leiqin said a ten-hour long live-stream will be offered for viewers and buyers on November 10 before the gala officially kicks off. 

The cross-border import e-commerce alliance is among one of four alliances helping to introduce foreign goods to the country's popular cross-border e-commerce platforms, such as Tmall, JD, Xiaohongshu and Ymatou. 


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