Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

More than Just Deals: Singles' Day Is Introducing New Shopping Experiences in China

China’s Singles’ Day is no longer just a discount shopping event, as participating digital giants are now leveraging livestreams, new product launches, and novel technologies to enhance customer engagement and the buying experience.

Every year, Singles’ Day (also known as 11/11) gets bigger—both in terms of sales and reach. In 2019, the day's gross merchandise volume (GMV) across platforms in China reached RMB410 billion ($59.34 billion), according to Bain & Company. That’s quite an increase from 2014, when GMV was RMB81 billion ($11.72 billion).

Exclusive Launches

While deals and savings are still top of mind for consumers when it comes to Singles’ Day, new product launches are also driving many to the shopping event this year, where both Alibaba and are anticipating a huge influx of product debuts and exclusive collections.

One such example is Taylor Swift’s product launch on Tmall, which will showcase merchandise for the singer’s 2020 album “Folklore,” available only in China for a limited time before hitting the market globally. Additionally, the Jordan Brand is using the event to release its new Air Jordan 6 WMNS "Singles' Day" sneaker.

A Focus on Payments

Part of this year’s event will put the spotlight on Ant Group’s Alipay. The Alibaba fintech affiliate’s IPO—the world’s largest—was originally slated for early November but has since been suspended. Still, the company is betting big at this year’s Singles' Day, offering shoppers special promotions and vouchers when they buy from small businesses—most of which suffered huge financial blows due to the pandemic.

Entertainment, but Make It Virtual

In the past, Alibaba invited celebrities, including Nicole Kidman, Mariah Carey, and Pharrell Williams, to make appearances on 11/11. This year, “retailtainment” will remain at the heart of the festivities, with livestreamed fashion shows and pre-event galas. Alibaba, as well as other major players—, Pinduoduo, and Suning—have secured partnerships for their shows to be broadcasted on TV and streamed online amid continued social distancing measures.

All Eyes on Tech

Singles’ Day is a must-see for tech watchers, as many of China’s digital giants have used past events to highlight retail tech, including virtual reality (VR) shopping, QR code payments, and livestreaming commerce.

A few years ago, Alibaba introduced a Pokémon Go-like game called "Catch the Cat," which featured a virtual cat who drew shoppers to brick-and-mortar stores where they could earn points. This year, a new version will be introduced with more ways to customize and interact with the cat.

According to AlixPartners data published in October 2020, 96% of adults surveyed planned to participate in 11/11 this year, vs. 92% in 2019.

What’s more, 39% said that they would spend more in 2020, while only 15% planned to spend less.