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Singles’ Day 2019: Analyzing New Entrants, from Allbirds to Everlane

Continuing our coverage of Singles’ Day 2019 in China, we discuss the new entrants to Alibaba’s e-commerce platforms, which participated in the shopping holiday for the first time this year. Looking to penetrate the China market, these brands—across multiple sectors including beauty, parent-and-baby and personal care—employed different strategies to promote their products and engage with consumers.

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Singles’ Day 2019: Analyzing New Products

New products were a pillar of Alibaba’s 2019 Singles’ Day shopping festival strategy, with over 1 million new products launched. We review the new offerings on Tmall to understand the significance of the new product strategy and the benefits for brands and retailers.

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