Amidst the heat of Black Friday, the “singles day festival“, or 11/11, as it is popularly known, takes place between Thursday and Saturday (November 11th to 13th) in Brazil.
According to Felipe Zmoginsky, Alibaba’s marketing and communications manager in Brazil, there will be 48 hours of exclusive offers and free shipping from 5:00 am this Thursday (11) until 4:59 am on Saturday (13th).
AliExpress, an online retail service that represents Alibaba in the country, announced in their networks several discounts on products and free shipping.
“Last year the festival handled over US$ 74 billion, which is eight times more than Black Friday moves and is equivalent to almost four years of Brazilian e-commerce,” said Zmoginsky.
For this year, Zmoginsky believes that sales will maintain the high pace of 2020, mainly in Brazil, which will have five of the 80 Alibaba planes to deliver orders.
But it is not only the companies of the Chinese group that are taking advantage of the date to increase profits. Americanas released a “warm up” of Black Friday this Thursday (11) to anticipate the growth of end-of-year sales.
“Americanas holds the two biggest offers lives in recent times. The first, which takes place on 11/11, at 7pm, will be broadcast on YouTube and the brand’s app and on channels of some of the invited influencers”, says the company, which has already been using the date to make offers for some years.
Zmoginsky says the move “is very interesting, as it shows the consolidation of the brand, with other players also adopting offers and promotions”.
Story
The event kicked off in China on November 11, 2009 and had just 27 brands.
The idea of celebrating “single status” was promoted by Chinese retail group Alibaba 13 years ago as a counterpoint to Valentine’s Day.
Since then, the festival has been growing and has reached a large part of the world. According to Alibaba, this year more than 29,000 brands are participating in the event.
Bigger than Black Friday?
According to Alibaba, the 11/11 festival surpasses Black Friday and Cyber Monday together in the number of sales in the Chinese marketplace.
The Group said nearly 400 brands, including Apple and L’Oreal, had grossed more than $15 million in sales each.
social approach
The 13th event of 11/11 will have a tone with initiatives aimed at social welfare, unlike previous years.
In a live stream that marked the beginning of the festival, Alibaba asked viewers to raise 1 million yuan (about US$156,000) for an elephant reserve in southwest China.
The retailer was fined $2.8 billion for monopolistic behavior in April and its founder, Jack Ma, withdrew from public events after criticizing Chinese regulators a year ago.
*With information from Reuters
Reference: CNN Brasil
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