Meanwhile, the “Singles Day” is rolling out its promos …



If you are going to the AliExpress site for the first time, you may be a little lost in the face of this avalanche of products. “Cheap” that we thought were reserved for bazaars and scavenging. We even begin to doubt that the transplant of the Chinese giant Alibaba, of which AliExpress is the European version, will ever take in France, already provided also with operations developed by Amazon, Fnac or CDiscount. If you go there regularly, however, you have probably noticed that for several days a commercial event still little known in France: the “11-11” (pronounce “Eleveneleven”), also called “Single Day” or “Singles Day” because of the succession of 1s, considered symbols of celibacy.

Still discreet, the operation born in China at the initiative of Alibaba, and extended to the rest of the world since 2018, is gradually making a place for us. “Last year, Singles’ Day represented 3% of November textile sales in France, and between 2018 and 2019, we saw its weight triple, with more and more participants”, observes Hélène Janicaud, analyst at Kantar. Last week, when all eyes were on Amazon, forced by the government to suspend its pre-Black Friday communications campaign, AliExpress was quietly racking up orders as its countdown ticked.

Stronger than Black Friday and Cyber ​​Monday

The principle of Single Day? Consumers

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