A big screen shows the online gross merchandise volume surpassing 100 billion yuan at 01:03am at the 11.11 Tmall Shopping Festival, which started midnight, in Shanghai, China, 11 November 2019. Photo EPA-EFE A big screen shows the online gross merchandise volume surpassing 100 billion yuan at 01:03am at the 11.11 Tmall Shopping Festival, which started midnight, in Shanghai, China, 11 November 2019. Photo EPA-EFE
A big screen shows the online gross merchandise volume surpassing 100 billion yuan at 01:03am at the 11.11 Tmall Shopping Festival, which started midnight, in Shanghai, China, 11 November 2019. Photo EPA-EFE

China’s record Singles’ Day offers glimpse of future shopping trends as buyers embrace live streaming

  • ‘Live streaming is popular as it plays on the long-popular theme of TV shopping, but in a much more interactive and entertaining way,’ analyst says

Topic |   Singles' Day (11.11)
A big screen shows the online gross merchandise volume surpassing 100 billion yuan at 01:03am at the 11.11 Tmall Shopping Festival, which started midnight, in Shanghai, China, 11 November 2019. Photo EPA-EFE A big screen shows the online gross merchandise volume surpassing 100 billion yuan at 01:03am at the 11.11 Tmall Shopping Festival, which started midnight, in Shanghai, China, 11 November 2019. Photo EPA-EFE
A big screen shows the online gross merchandise volume surpassing 100 billion yuan at 01:03am at the 11.11 Tmall Shopping Festival, which started midnight, in Shanghai, China, 11 November 2019. Photo EPA-EFE
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