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Katy Perry was a late no-show but Alibaba’s Singles Day was no damp squib, chalking up $1bn of sales in less than five minutes and hitting $9.2bn in the first eight hours as Chinese shoppers snapped up online bargains.

The event, the biggest in the global retail calendar, was preceded by a musical extravaganza in the southern Chinese city of Shenzhen that combined local and international celebrities — including basketball star Kobe Bryant, actress Scarlett Johansson and footballer David Beckham — with adverts and buying opportunities.

During the live-streamed show audiences participated in games by shaking, scanning and tapping their phones more than 6.8bn times, Alibaba said.

Described as Silicon Valley meets Hollywood, the show also supports Alibaba’s belief that shopping among the under-35s, who comprised much of the crowd, must be entertaining as well as efficient.

“In the US if you log on to Amazon, it’s a chore,” said Joe Tsai, Alibaba vice-chairman. “But here in China shopping is entertainment.” Trainers, masks, diapers and lipstick were among the top-selling products when the sale opened at midnight on Thursday, ushering in the graphically symbolic 11/11 Singles Day. Some 12,000 international brands were on sale.

About 85 per cent of transactions in the first hour were made on mobile devices.

The company said its Singles Day sale would feature 6m products from 30,000 brands sold by 40,000 merchants.

The festival, which began life as a kind of anti-Valentine’s Day until it was corralled by Alibaba as a totem to consumerism, is much bigger than the US’s Cyber Monday — last year, it was three times as big.

For the first time, Taiwan and Hong Kong — where trams and metro stations were plastered with adverts ahead of “double 11” Singles Day — joined in, marking Alibaba’s first steps to expand the event abroad.

However, Alibaba’s numbers — its preferred metric for sales is gross merchandising, which is real time and unaudited — have come under the regulatory spotlight, as have the preponderance of fake goods on its websites.

The US Securities and Exchange Commission has queried the numbers, as well as probed how Alibaba accounts for its Cainiao Network logistics unit and its reporting of transactions among its many businesses.

Chinese regulators have also vowed to tackle any merchant abuses on the day, including “fake discounts” based on ramped-up prices in previous weeks.

Alibaba said it was working with the SEC and stressed that it did not tolerate merchant malpractice on its marketplaces.

凯蒂.佩里(Katy Perry)没有现身,不过阿里巴巴(Alibaba)的“光棍节”(Singles Day)却没有失败。在中国购物者在网上大举下单之际,阿里巴巴的销售额在不到5分钟时间内就达到10亿美元,并在头8个小时里达到92亿美元。

在这一全球零售业年历中规模最大的活动揭幕前,阿里巴巴在中国南方城市深圳召开了一场将既有本土和国际名流登场,又包括各种广告和购物机会的歌舞晚会。前来捧场的国际名人包括了篮球明星科比.布莱恩特(Kobe Bryant)、女影星斯嘉丽.约翰森(Scarlett Johansson)和足球运动员大卫.贝克汉姆(David Beckham)。



阿里巴巴副董事长蔡崇信(Joe Tsai)表示:“在美国登录亚马逊(Amazon)是件烦人的事,在中国购物则是一种娱乐。”周四午夜,促销活动启动,迎来了因字形而被冠名的“光棍节”。在这轮促销活动中,销量最高的商品包括运动鞋、面膜、尿布及唇膏。大约1.2万种国际品牌参加了这次促销活动。



“光棍节”最初是一种反情人节,后来却被阿里巴巴炒作成消费的象征。活动的规模大大超出了美国的超级星期一(Cyber Monday)——去年前者的规模是后者的三倍。



美国证券交易委员会(Securities and Exchange Commission)对这些数据表示怀疑,并调查了其物流部门菜鸟网络(Cainiao Network)的账目及其对旗下众多业务部门间交易的申报。





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