Lately, Alibaba Group declared that it will continue to celebrate the success of its initial 11.11 countdown festival last year. This year, the Group will yet again organize a similar event hours before the 2016 11.11 Global Shopping Festival.
Alibaba Group’s Chief Marketing Officer, Chris Tung said, “Alibaba Group single-handedly created the iconic 11.11 shopping festival in China seven years ago to unlock the power of the Chinese consumer. ”Adding to his statement, he said, “Today, 11.11 has become a festival where people all over China and the world gather to celebrate a new and improved lifestyle, as well as a world of fun and opportunities made possible because of technology – namely the Internet, Mobile, and Big Data.”
A press conference was held in China’s Hangzhou, where the Group disclosed that Zhejiang Satellite TV, its official media partner will live broadcast the latest gala. Alongside, media assets of the Group, including Youku Tudou, UC Web, and Tmall TV Box, will also live broadcast it. One among the largest daily-used personal chemicals products producers of China, Shanghai Jahwahas offered a notable sponsorship for the gala.
Tung said, “Last year we held a countdown gala for the first time to experiment with the idea of making 11.11 truly a day of fun and entertainment. People loved it. As Alibaba continues its globalization journey, we want to make sure that the whole world has an opportunity to witness and experience the festivities of 11.11. This year will be no exception. We look forward to creating another truly global and fun-filled 11.11.”
The company said that four one-minute advertising time slots will be offered for free during the gala’s prime time live broadcasting to its brands, non-profit organizations, consumers, and 11.11 participants. Though, it will depend on upon the creativity level in their ad ideas. This step will help the firm in inspiring originality and creativity.
Last year’s countdown gala went for four hours and was live broadcasted from Beijing’s Water Cube National Aquatics Center on global grounds. Held on November 11, 2015, it gave consumers an interactive multiscreen experience, be it online, or on mobile, or via TV. They could watch, shop, and play all at once. The Taobao App was also visited by almost 130 million users. Additionally, around 100 million people from China and all over the world participated in the gala live. Its theme was globalization, and numerous international celebrities gave a guest appearance in it.