On November 11, Alibaba concluded its 12th annual 11.11 Global Shopping Festival. The event also known as “Singles Day” is the world’s largest online shopping event. This year, more than 800 million consumers and over 250,000 brands participated in our annual global sales extravaganza. Thousands of U.S. brands and SMEs such as Fender, C.O. Bigelow, Allbirds, and BISSELL were at the forefront.
Overall, the global event reached a total of $74.10 billion in sales. U.S. brands, retailers, SMEs and farmers generated $5.4 billion in sales, the largest sales figures from a single country or region outside of China.
Family-owned and Michigan-based floor care company BISSELL was just one of the companies that had a highly successful 11.11. “I'm happy to report we had a really great year! We livestreamed from our office to Tmall for 16 hours straight,” said Max Bissell, the company’s director of deep-cleaning systems. “The scale in China is huge... we worked closely with the Tmall team with the goal to quadruple our sales [from last year's 11.11]. We're pleased to share that we over-delivered and the team in Michigan is ecstatic.”
This program explains why the Chinese market is such a big opportunity for U.S. brands and how Alibaba is helping them succeed.