12.12 Positive Reviews Please
Fresh off the massive success of the nationwide Singles’ Day online shopping bonanza, China’s largest e-commerce giant, Alibaba is back for a second round of deals and discounts. But buyer beware, Round Two is making its way online on December 12, or 12/12, and the difference is that Double Twelve claims to put the small to medium sized stores, whose vendors are known to do almost anything for positive reviews, on center stage.
Singles’ Day in China is celebrated on November 11 because of its iconic numeral description of four ones, also known as Double Eleven. Today, it is more commonly known as a day when e-commerce stores have the biggest deals and everyone indulges in a huge display of consumer gluttony. E-commerce platforms aim to repeat the success with Double Twelve.