Skip to main content
BoF Logo

Agenda-setting intelligence, analysis and advice for the global fashion community.

The Business of Fashion
China

Why Brands Must Re-Examine Their Singles’ Day Strategies

The Chinese shopping festival still generates billions in annual sales, but the online extravaganza is undergoing a makeover as the government promotes ‘common prosperity.’
Chenkai Ling (L), vice president and head of strategy for e-commerce giant JD.com, speaks to journalists in the data centre control room where they track sales and trends for Singles Day at the company's headquarters. Getty Images.
Ling Chenkai (L), vice president and head of strategy at e-commerce giant JD.com, speaks to journalists in the room where the company tracks Singles' Day performance. Getty Images.
By
BoF PROFESSIONAL

Between them, Alibaba and rival JD.com sold merchandise worth $115 billion on their e-commerce platforms during last year’s Singles’ Day sales period. The annual shopping festival has ballooned from a single day on Nov. 11 to an 11-day promotion starting on Nov. 1 as well as a “pre-sale” period that begins several weeks before that.

Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.

In This Article
Topics
Organisations

© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from China
On-the-ground intelligence and insights from the world’s largest fashion market.
view more
Latest News & Analysis
Unrivalled, world class journalism across fashion, luxury and beauty industries.

The Industry That Eats Its Young

Small fashion labels have always been shortchanged by their wholesale partners. A wave of high-profile bankruptcies has turned a structural injustice into an existential crisis. There is a better way to do business, writes Imran Amed.

The Zara-Fication of John Galliano

Fashion’s enfant terrible is trading exclusivity for the mass market. Is it the ultimate fashion coup, or the final surrender of prestige?

The Impact of War on Fashion’s Supply Chain

Textile hubs are already feeling the cascading risks of the conflict in Iran as Washington ramps up forced labour probes to revive tariffs, while decarbonisation in fashion’s factories might finally have a standard to go off of.

VIEW MORE

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON
© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions, Privacy Policy, Cookie Policy and Accessibility Statement.