On November 11, 2009, Alibaba’s first Singles Day, also known as Double 11, began as a modest online shopping event with only 27 brands participating on the group’s e-commerce platforms. Fast forward to today, and it has become the world’s largest annual retail extravaganza, featuring nearly 300,000 brands of various sizes, including many small and medium-sized institutional merchants.

As the digital retail landscape continues to change, Alibaba Group’s local e-commerce arm Taobao and Tmall Group (TTG) are committed to becoming industry leaders by investing in startups that offer users a better shopping experience, thus creating a virtuous cycle. benefits both consumers and merchants.

“We are making unprecedented investments to provide incentives to consumers, support brands and merchants, and drive high-quality growth,” said Bo Liu, Alibaba Group vice president and Tmall president, reaffirming TTG’s “user first” commitment. strategy and supporting its traders.

Winning consumers through improved user experience

Faced with ever-changing consumer demands, Chinese e-commerce platforms need to find innovative solutions to navigate the evolving market environment. For TTG, this means adopting a strategy that prioritizes user experience through quality product offerings, competitive pricing and good services.

For example, for this year’s Singles’ Day, TTG has implemented a series of initiatives that offer many special benefits to the more than 42 million members of 88VIP, China’s largest paid e-commerce loyalty program. Spending nine times more than non-members and shopping across five times more product categories, these customers benefited from more than 20 billion yuan (US$2.78 billion) worth of coupons, special interest-free installment payment privileges and premium return services.