Alibaba 2016 11.11 Global Shopping Festival Adds Kobe Bryant And OneRepublic

Posted: Nov 1 2016, 11:23am CDT | by , in Black Friday 2019

Alibaba 2016 11.11 Global Shopping Festival Adds Kobe Bryant and OneRepublic
Photo Credit: Getty Images

Alibaba announces new details for its extravagant gala event before the 24h Singles day shopping event.

Alibaba announced today that besides Katy Perry, OneRepublic will be performing at the Alibaba 2016 11.11 Global Shopping Festival. The extravagant event is taking place ahead of the 24 hour Singles day shopping event.

The Chinese e-commerce giant is flying celebrities from all around the world to the 11.11 Global Shopping Festival. NBA star Kobe Bryant will appear as well as German soccer player Thomas Mueller and 2 Broke Girls star Beth Behrs.

The gala is held on November 10 in Shenzhen at the Shenzhen Universiade Sports Centre. The gala will be broadcasted live by the official media partner, Zhejiang Satellite TV. Alibaba’s media assets like Youku Tudou, Tmall TV Box and UC Web will also be conducting live broadcasts of the gala.

This year’s gala reflects the strategic focus of Alibaba’s globalization efforts, as demonstrated in the range of participating brands and merchants, in addition to the starry line-up of international guests.

Chris Tung, chief marketing officer of Alibaba Group, said at tonight’s press conference in Beijing: “The gala will be a global carnival, a world-class performance that involves the audience throughout the event with many touchpoints and is like nothing else you would have experienced. Last year was an incredible show and attracted attention from around the world, and this year we are going to surpass this and push the boundaries of entertainment by co-creating programs with global brands and production studios. So make sure that you are ready and tuned in to get the party started on November 10th!”

One example is that viewers will be able to take part in competitions by shaking their smartphones equipped with Taobao or Tmall apps during the event, with big prizes to be won or even the chance to win the celebrities’ clothes right off their backs. Viewers will also have the chance to play the role of director in certain gala segments where they can let the story play out the way they want it to.

In a new element for this year, there will be four one-minute advertising time slots available for free in the categories of consumers, brands, non-profit organizations and 11.11 participants. The lucky winners in each of these areas, who will be chosen as the most-innovative and most-inspiring, will be given the opportunity to have their ad videos played and promote themselves in front of an audience of hundreds of millions.

This spectacular gala show, plus mobile live streaming, virtual reality shopping, interactive games and an eight-hour live-streamed fashion show leading up to the November 11 underscore the role that strong entertainment and interactive content will play in engaging all consumers and helping merchants explore new and creative ways to market their brand and products.

Last year's gala was viewed by more than 100 million people. The 11.11 shopping festival began in 2009 with participation from just 27 merchants as an event for merchants and consumers to raise awareness of the value in online shopping. Seven years later, 11.11 has become a global event with participating merchants in the tens of thousands, buyers in the millions, and total sales in the billions. Read everything you need to know about the 11.11 Singles Shopping event.

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The Author

<a href="/latest_stories/all/all/2" rel="author">Luigi Lugmayr</a>
Manfred "Luigi" Lugmayr () is the founding Chief Editor of I4U News and brings over 25 years experience in the technology field to the ever evolving and exciting world of gadgets, tech and online shopping. He started I4U News back in 2000 and evolved it into vibrant technology news and tech and toy shopping hub.
Luigi can be contacted directly at ml[@]




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