Alibaba Celebrates China’s ‘Singles’ Day’ with Virtual Reality Shopping and Katy Perry

October 20, 2016, 10:46 AM UTC
2015 Tmall 11.11 Global Shopping Festival Party In Beijing Water Cube
BEIJING, CHINA - NOVEMBER 10: (CHINA OUT) Alibaba Chairman Jack Ma attends the ceremony of 2015 Tmall 11.11 Global Shopping Festival at the Water Cube on November 10, 2015 in Beijing, China. Alibaba Group and Hunan television held a ceremony at the Water Cube (aka National Aquatics Center) for the 2015 Tmall 11.11 Global Shopping Festival which attracted consumers to shop on with discounts on November 11 which was also called the "Singles Day". (Photo by VCG/VCG via Getty Images)
VCG/VCG via Getty Images

Chinese e-commerce giant Alibaba Group (BABA) started the countdown to its annual shopping festival Singles’ Day on Friday, promising consumers—and investors—a bonanza of fashion shows, virtual reality, and U.S. pop star Katy Perry.

The one-day event, held annually on Nov. 11, sees billions of dollars of goods sold via Alibaba’s Tmall platform at steep discounts, and is a barometer for the firm’s performance. Transactions last year broke past $14 billion.

The celebration, launched seven years ago by Alibaba, has already eclipsed the combined sales of the equivalent events in the United States: Cyber Monday and Black Friday.

However, Alibaba’s accounting practices for the event came under scrutiny this year by the U.S. Securities and Exchange Commission (SEC). Some merchants have questioned whether results from the event are really as high as reported.

The firm, headed by billionaire businessman Jack Ma, plans to expand Singles’ Day sales globally this year, opening up Hong Kong and Taiwan as the first markets outside China where consumers will be able to buy international products via Tmall.

The plan is part of the firm’s efforts to reduce reliance on China, where it generates the bulk of its revenue, and where flagging economic growth threatens to slow Alibaba’s earnings.

“Last year we brought many international brands to China for the first time,” Alibaba Chief Executive Daniel Zhang told reporters in Hong Kong on Thursday.

“We are bringing them to consumers in Hong Kong and Taiwan for the first time this year, and next it will be Southeast Asia and the rest of the world,” he said.

This year’s event would feature a performance by Katy Perry, virtual reality shopping, and a live-streamed fashion show in Shanghai allowing viewers to pre-order items as they appear on the catwalk, the firm said.

The sales are a key channel in driving transaction volumes, where consumers can get cut-price deals ahead of time, but the transaction only goes through on the day itself.