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Coresight Research Countdown to 11.11 Series, #10: Mid-Autumn Festival Promotion on Tmall; Jo Malone will Sell Personalized Scents

Executive Summary

Alibaba’s 11.11 Global Shopping Festival, also known as Double 11 or Singles’ Day, takes place on November 11 every year and it has now become the world’s biggest 24-hour online sale. This report series covers the various shopping festivals and developments in New Retail that are taking place in the lead up to this event.

  • Alibaba’s most recent shopping event was the Mid-Autumn Festival Promotion, held September 17–24, during which Nokia ran three campaigns for promoting its mobile phones.
  • British fragrance brand Jo Malone is partnering with Alibaba’s Tmall to create a unique and personalized signature scent for each customer.
  • Customers who purchase Jo Malone’s fragrance products for gifting can personalize their purchases further by choosing from a variety of gifting boxes and greeting cards, and getting up to 30-character-long messages and 3-character-long initials engraved on their scents’ bottles and lids, respectively.

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