Why international brands can’t afford to ignore China’s Single’s Day (11/11)

This year Chinese e-commerce giant Alibaba rang up US$5 billion in sales in the first hour of its Single’s Day e-commerce event. This annual e-commerce holiday, celebrated by Chinese consumers and retailers on November 11, rivals Cyber Monday in the US in total sales volume. CEIBS Professor of Marketing Jeongwen Chiang explains why it is also profitable for international brands.