“Singles’ Day” in China is a 24-hour shopping marathon that boasts the biggest sales on earth of any day of the year.
However, this year’s Singles Day shopping extravaganza, which was shaped into its current form in 2009 by Alibaba CEO Daniel Zhang, could prove to be disappointing to some American brands, a new survey by AlixPartners finds.
The majority of Chinese consumers surveyed by AlixPartners – a formidable 57 percent – say they will buy fewer American brands and products on Singles Day come Nov. 11. And so as there is no mistaking the message Chinese consumers…
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