As China’s e-commerce industry reaches the crescendo of its annual Singles Day festival buying frenzy, livestreamers are battling it out to squeeze cash from an increasingly reticent consumer base
China’s annual Singles Day shopping festival—also known as Double 11—arrived earlier this year than previously, with presales on the two major e-commerce platforms, Taobao and JD.com, starting as far back as October 14. Meanwhile, other social media platforms, including Douyin, Kuaishou, Xiaohongshu, and Pinduoduo, launched their presales days or a week earlier. Known as the “longest Singles Day in history (史上最长双十一 shǐshang zuì cháng shuāng shí yī)” for having lasted nearly a month, the festival finally draws to a close today, November 11.
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