According to research firm eMarketer Retail, Alibaba took advantage of this event to lure international brands to enter the platform. More than 40 percent of brands that enliven this year's Single Day come from outside of China.
"In addition to still targeting domestic consumers, Single Day is also increasingly spreading to other countries.The local players in Southeast Asia such as Lazada (Alibaba subsidiary), Zalora and Shopee also launched their own Single Day promotions this year," said Xiaofeng Wang, an analyst from research firm Forrester.
Single Day was originally created by Chinese students in the 1990s, which was held every November 11 for the singles. While Alibaba began to enliven this celebration with the shopping agenda in 2009.