No more midnight rush: How Singles’ Day is being rebuilt for China’s cautious consumers
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China's largest annual shopping festival is evolving after eighteen editions. The previous sales frenzy is being replaced by longer promotion periods. Consumers are spending more cautiously. Brands and platforms are now rethinking their strategies to attract these shoppers.
Eighteen editions on, China’s biggest annual shopping festival is growing up. As the sales frenzy gives way to longer promotions and more cautious spending, brands and platforms are rethinking how to win over shoppers.