Apple became the best-selling mobile phone brand on Alibaba 11.11 Singles Day 2018
Firstly, do you know about the Singles Day?
Singles Day was a tongue-in-cheek holiday begun by some Chinese young people in the 1990s to commemorate the lonely hearts among them, with the evocative date 11-11. In the past few years, Alibaba Group has commercialized the day into the world’s biggest annual shopping festival through savvy marketing and steep discounts.
To kick off 2016 event, Alibaba Chairman Jack Ma invited Chinese pop stars, Victoria’s Secret models and foreign celebrities including Scarlett Johansson, Kobe Bryant and David Beckham to fill a 60,000-person stadium in Shenzhen. The show was telecast live on video-streaming websites across China.
For those unfamiliar, Singles Day is similar to “Black Friday” in the United States, spearheaded by Alibaba’s 11.11 shopping event.
Following 2018.11.11’s celebration, Alibaba today has released figures on the popularity of specific brands during its 11.11 shopping event, and Apple comes in at the top. Alibaba says that Apple was one of 237 brands to pass 100 million yuan($14.36 million) – in sales on Singles Day.
Apple’s success on Singles Day is notable given that it generally faces stiff competition in China from local smartphone manufacturers such as Huawei and Xiaomi. This year, however, Apple was able to outperform both of them through Alibaba, with Huawei coming in as the second-highest selling mobile phone brand on Singles Day, and Xiaomi the third.