Alibaba’s Singles’ Day Shopping Festival is like no other. It’s a combination of commerce, entertainment and an exuberant celebration of consumerism.
Retail as entertainment is one of the hallmarks of Singles Day. A new word, “retail-tainment,” was created just for that. At the gala counting down to the opening of the sale before midnight November 11, a cohort of top celebrities including Nichole Kidman, Pharrell Williams, Chinese movie star Fan Bingbing put on an extravaganza for a cheering audience. Jack Ma, Alibaba’s charismatic founder, also made a surprise appearance as the “retail-tainment-in-chief.”
It’s almost like the Academy Awards, a New Year’s Celebration, and the Superbowl all in one. Continue reading