To the surprise of few, this year’s 11.11 online shopping festival in China was larger and grander than ever before, with record sales volume and an extravagant entertainment gala. This, despite research suggesting growing consumer fatigue with Singles Day hype.
In this video from Campaign’s China Innovation Summit in Shenzhen, AdMaster’s chief operating officer Calvin Chan explains what marketers learned from 11.11 this year about new consumer behaviour and the strategies brands are using to capitalise on them.
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