It took just 96 seconds for Alibaba Group to net the 10 billion yuan worth of gross merchandise volume at midnight of Nov 11 as the internet conglomerate takes the annual shopping bonanza into its second decade.

11月11日凌晨，互聯(lián)網(wǎng)巨頭阿里巴巴集團(tuán)的“雙十一”購(gòu)物狂歡進(jìn)入第二個(gè)十年，僅用了96秒的時(shí)間就實(shí)現(xiàn)了100億元的商品交易總額。

This was shorter than last year's 125 seconds to cross the same threshold, indicating strong consumption momentum shoring up the Chinese economy.

去年達(dá)到同樣的銷(xiāo)售額用了125秒，今年比去年耗時(shí)更短，表明中國(guó)經(jīng)濟(jì)有著強(qiáng)勁的消費(fèi)勢(shì)頭支撐。

"This year, new consumption marks the largest departure from its previous editions," said Alibaba chairman and CEO Daniel Zhang. "It is more than a shopping festival-it is also an occasion for brands to grow and interact with consumers."

阿里巴巴集團(tuán)董事局主席兼首席執(zhí)行官?gòu)堄抡f(shuō)：“今年，新的消費(fèi)模式與以往有很大不同。‘雙十一’不僅僅是一個(gè)購(gòu)物節(jié)，更是一個(gè)品牌成長(zhǎng)并與消費(fèi)者互動(dòng)的機(jī)會(huì)。”

Transaction volume reached 43.99 billion yuan in the first 10 minutes, and hit 100 billion yuan in one hour, three minutes, 59 seconds.

第一個(gè)十分鐘，阿里巴巴零售平臺(tái)成交額共439.9億元。而凌晨1點(diǎn)03分59秒，交易額即突破1000億元。

Like previous years, the event kicked off with a star-studded countdown gala celebration in Shanghai, headlined by US singer Taylor Swift, whose latest album "Lover" has smashed records in China, as well as local celebrity Jackson Yee, a magnet among the younger generation of shoppers.

和往年一樣，天貓“雙十一”購(gòu)物狂歡以在上海舉行的一場(chǎng)眾星云集的倒計(jì)時(shí)晚會(huì)拉開(kāi)了帷幕，美國(guó)歌手泰勒·斯威夫特成為全場(chǎng)矚目的焦點(diǎn)。她的最新專(zhuān)輯《情人》在中國(guó)打破了多項(xiàng)紀(jì)錄。此外，國(guó)內(nèi)明星易烊千璽也亮相晚會(huì)，吸引了年輕一代的消費(fèi)者。

Alibaba said more than 200,000 brands are participating in the 11th Singles Day gala, with 1 million new products being offered and more than 500 million users forecast to spend, 100 million more than last year. It added that the estimated consumer savings from brand and platform promotions and coupons could reach 50 billion yuan.

阿里巴巴表示，超過(guò)20萬(wàn)個(gè)品牌參加了今年的“雙十一”購(gòu)物節(jié)，推出100萬(wàn)個(gè)新產(chǎn)品，預(yù)計(jì)將有超過(guò)5億消費(fèi)者在此期間購(gòu)物消費(fèi)，比去年多出1億。據(jù)估計(jì)，消費(fèi)者從品牌和平臺(tái)推廣以及優(yōu)惠券中節(jié)省的花費(fèi)將達(dá)到500億元。

More than 64 brands achieved over 100 million yuan in gross merchandise volume in the pre-order phase from Oct 21, which was twice the number of brands compared to last year, the company said.

阿里巴巴稱(chēng)，在從10月21日開(kāi)始的預(yù)售活動(dòng)中，有超過(guò)64個(gè)品牌的銷(xiāo)售總額超過(guò)1億元，是去年達(dá)到同等銷(xiāo)售額品牌數(shù)量的兩倍。

Last year the platform saw 213.5 billion yuan worth of merchandise transacted in the 24-hour event, dwarfing Black Friday and Cyber Monday in the United States combined. But as competition intensifies, Alibaba is searching for fresh ideas to drive sales and keep users hooked to its sites.

去年，阿里巴巴在“雙十一”當(dāng)天商品交易總額達(dá)到2135億元，超過(guò)了美國(guó)“黑色星期五”和“網(wǎng)絡(luò)星期一”銷(xiāo)售額的總和。但隨著競(jìng)爭(zhēng)加劇，阿里巴巴正在尋找新的思路來(lái)推動(dòng)銷(xiāo)售，留住用戶(hù)。

Brands from Origins, Kanebo to Oppo unveiled Nov 11 special editioned product packaging, whereas many others tailored offerings to meet the consumer preferences.

悅木之源、嘉娜寶和Oppo手機(jī)等品牌都在11月11日推出了特制版產(chǎn)品包裝，而其他許多品牌則根據(jù)消費(fèi)者的喜好提供定制產(chǎn)品。

During this year's event, South Korean cosmetics group Amorepacific will launch a string of limited-edition products tailored to the Chinese customers, introduce a new brand and better tap into consumers via livestreaming, short videos and other original contents.

在今年的活動(dòng)中，韓國(guó)化妝品集團(tuán)愛(ài)茉莉太平洋將推出一系列為中國(guó)消費(fèi)者量身定制的限量版產(chǎn)品，推出一個(gè)新品牌，并通過(guò)直播、短視頻和其他原創(chuàng)內(nèi)容更好地打入消費(fèi)者市場(chǎng)。

"Today Nov 11 is more than just an extravaganza for product discounts. It has spurred consumption demands, providing an opportunity to help brands find their positions and enhance customer engagement," said Charles Kao, China president of Amorepacific.

該集團(tuán)中國(guó)區(qū)總裁高應(yīng)湘說(shuō)：“如今的‘雙十一’不僅僅是商品打折狂歡季。它刺激了消費(fèi)需求，還提供了幫助品牌找到定位，提高客戶(hù)參與度的機(jī)會(huì)。”

He expected newly recruited members to hit 3 million. "Today's limit could be the norm of tomorrow. What we truly value is beyond sales figures per se, but the opportunity to deeply engage with consumer," he said.

他預(yù)計(jì)新增消費(fèi)者將達(dá)到300萬(wàn)人。“今天的極限可能會(huì)成為明天的常態(tài)。我們真正看重的不是銷(xiāo)售數(shù)據(jù)本身，而是與消費(fèi)者深入接觸的機(jī)會(huì)。”

Live-streamers are also set to play a prominent role in product promotions this year, as the internet giant heavily invests in online influencers to increase engagement on its Taobao app.

直播也將在今年的產(chǎn)品推廣中扮演重要角色，因?yàn)檫@家互聯(lián)網(wǎng)巨頭將大力投資于極具網(wǎng)絡(luò)影響力的人，以增加其淘寶應(yīng)用的參與度。

L'Oréal's pre-sales increased 700 percent over last year thanks to livestreaming. Its 17-hour long broadcast during day one of the pre-sales attracted nearly 1 million views.

得益于直播，歐萊雅的預(yù)售額比去年增長(zhǎng)了700%。在預(yù)售的第一天，它長(zhǎng)達(dá)17個(gè)小時(shí)的直播吸引了近100萬(wàn)人次觀看。

Clarence Mak, president of Mars Wrigley China, a confection maker, said he was asked by his team members to appear on a livestreaming show in the lead-up to the shopping gala, given it has become a new shopping routine that is "highly popular among Chinese consumers".

糖果制造商瑪氏箭牌中國(guó)區(qū)總裁麥偉堅(jiān)表示，他的團(tuán)隊(duì)成員要求他在購(gòu)物節(jié)前參加一個(gè)直播節(jié)目，因?yàn)檫@已成為一種新的購(gòu)物習(xí)慣，“在中國(guó)消費(fèi)者中非常受歡迎”。

"Apparently consumers now not only look for the physical products but also the shopping experience. We need to make sure that we are not just present in China, but relevant to China," he said.

“很明顯，消費(fèi)者現(xiàn)在尋找的不僅是實(shí)體產(chǎn)品，還有購(gòu)物體驗(yàn)。我們需要確保的是不光我們的品牌要出現(xiàn)在中國(guó)，而且要與中國(guó)產(chǎn)生關(guān)聯(lián)。”

It took just 96 seconds for Alibaba Group to net the 10 billion yuan worth of gross merchandise volume at midnight of Nov 11 as the internet conglomerate takes the annual shopping bonanza into its second decade.

11月11日凌晨，互聯(lián)網(wǎng)巨頭阿里巴巴集團(tuán)的“雙十一”購(gòu)物狂歡進(jìn)入第二個(gè)十年，僅用了96秒的時(shí)間就實(shí)現(xiàn)了100億元的商品交易總額。

This was shorter than last year's 125 seconds to cross the same threshold, indicating strong consumption momentum shoring up the Chinese economy.

去年達(dá)到同樣的銷(xiāo)售額用了125秒，今年比去年耗時(shí)更短，表明中國(guó)經(jīng)濟(jì)有著強(qiáng)勁的消費(fèi)勢(shì)頭支撐。

"This year, new consumption marks the largest departure from its previous editions," said Alibaba chairman and CEO Daniel Zhang. "It is more than a shopping festival-it is also an occasion for brands to grow and interact with consumers."

阿里巴巴集團(tuán)董事局主席兼首席執(zhí)行官?gòu)堄抡f(shuō)：“今年，新的消費(fèi)模式與以往有很大不同。‘雙十一’不僅僅是一個(gè)購(gòu)物節(jié)，更是一個(gè)品牌成長(zhǎng)并與消費(fèi)者互動(dòng)的機(jī)會(huì)。”

Transaction volume reached 43.99 billion yuan in the first 10 minutes, and hit 100 billion yuan in one hour, three minutes, 59 seconds.

第一個(gè)十分鐘，阿里巴巴零售平臺(tái)成交額共439.9億元。而凌晨1點(diǎn)03分59秒，交易額即突破1000億元。

Like previous years, the event kicked off with a star-studded countdown gala celebration in Shanghai, headlined by US singer Taylor Swift, whose latest album "Lover" has smashed records in China, as well as local celebrity Jackson Yee, a magnet among the younger generation of shoppers.

和往年一樣，天貓“雙十一”購(gòu)物狂歡以在上海舉行的一場(chǎng)眾星云集的倒計(jì)時(shí)晚會(huì)拉開(kāi)了帷幕，美國(guó)歌手泰勒·斯威夫特成為全場(chǎng)矚目的焦點(diǎn)。她的最新專(zhuān)輯《情人》在中國(guó)打破了多項(xiàng)紀(jì)錄。此外，國(guó)內(nèi)明星易烊千璽也亮相晚會(huì)，吸引了年輕一代的消費(fèi)者。

Alibaba said more than 200,000 brands are participating in the 11th Singles Day gala, with 1 million new products being offered and more than 500 million users forecast to spend, 100 million more than last year. It added that the estimated consumer savings from brand and platform promotions and coupons could reach 50 billion yuan.

阿里巴巴表示，超過(guò)20萬(wàn)個(gè)品牌參加了今年的“雙十一”購(gòu)物節(jié)，推出100萬(wàn)個(gè)新產(chǎn)品，預(yù)計(jì)將有超過(guò)5億消費(fèi)者在此期間購(gòu)物消費(fèi)，比去年多出1億。據(jù)估計(jì)，消費(fèi)者從品牌和平臺(tái)推廣以及優(yōu)惠券中節(jié)省的花費(fèi)將達(dá)到500億元。

More than 64 brands achieved over 100 million yuan in gross merchandise volume in the pre-order phase from Oct 21, which was twice the number of brands compared to last year, the company said.

阿里巴巴稱(chēng)，在從10月21日開(kāi)始的預(yù)售活動(dòng)中，有超過(guò)64個(gè)品牌的銷(xiāo)售總額超過(guò)1億元，是去年達(dá)到同等銷(xiāo)售額品牌數(shù)量的兩倍。

Last year the platform saw 213.5 billion yuan worth of merchandise transacted in the 24-hour event, dwarfing Black Friday and Cyber Monday in the United States combined. But as competition intensifies, Alibaba is searching for fresh ideas to drive sales and keep users hooked to its sites.

去年，阿里巴巴在“雙十一”當(dāng)天商品交易總額達(dá)到2135億元，超過(guò)了美國(guó)“黑色星期五”和“網(wǎng)絡(luò)星期一”銷(xiāo)售額的總和。但隨著競(jìng)爭(zhēng)加劇，阿里巴巴正在尋找新的思路來(lái)推動(dòng)銷(xiāo)售，留住用戶(hù)。

Brands from Origins, Kanebo to Oppo unveiled Nov 11 special editioned product packaging, whereas many others tailored offerings to meet the consumer preferences.

悅木之源、嘉娜寶和Oppo手機(jī)等品牌都在11月11日推出了特制版產(chǎn)品包裝，而其他許多品牌則根據(jù)消費(fèi)者的喜好提供定制產(chǎn)品。

During this year's event, South Korean cosmetics group Amorepacific will launch a string of limited-edition products tailored to the Chinese customers, introduce a new brand and better tap into consumers via livestreaming, short videos and other original contents.

在今年的活動(dòng)中，韓國(guó)化妝品集團(tuán)愛(ài)茉莉太平洋將推出一系列為中國(guó)消費(fèi)者量身定制的限量版產(chǎn)品，推出一個(gè)新品牌，并通過(guò)直播、短視頻和其他原創(chuàng)內(nèi)容更好地打入消費(fèi)者市場(chǎng)。

"Today Nov 11 is more than just an extravaganza for product discounts. It has spurred consumption demands, providing an opportunity to help brands find their positions and enhance customer engagement," said Charles Kao, China president of Amorepacific.

該集團(tuán)中國(guó)區(qū)總裁高應(yīng)湘說(shuō)：“如今的‘雙十一’不僅僅是商品打折狂歡季。它刺激了消費(fèi)需求，還提供了幫助品牌找到定位，提高客戶(hù)參與度的機(jī)會(huì)。”

He expected newly recruited members to hit 3 million. "Today's limit could be the norm of tomorrow. What we truly value is beyond sales figures per se, but the opportunity to deeply engage with consumer," he said.

他預(yù)計(jì)新增消費(fèi)者將達(dá)到300萬(wàn)人。“今天的極限可能會(huì)成為明天的常態(tài)。我們真正看重的不是銷(xiāo)售數(shù)據(jù)本身，而是與消費(fèi)者深入接觸的機(jī)會(huì)。”

Live-streamers are also set to play a prominent role in product promotions this year, as the internet giant heavily invests in online influencers to increase engagement on its Taobao app.

直播也將在今年的產(chǎn)品推廣中扮演重要角色，因?yàn)檫@家互聯(lián)網(wǎng)巨頭將大力投資于極具網(wǎng)絡(luò)影響力的人，以增加其淘寶應(yīng)用的參與度。

L'Oréal's pre-sales increased 700 percent over last year thanks to livestreaming. Its 17-hour long broadcast during day one of the pre-sales attracted nearly 1 million views.

得益于直播，歐萊雅的預(yù)售額比去年增長(zhǎng)了700%。在預(yù)售的第一天，它長(zhǎng)達(dá)17個(gè)小時(shí)的直播吸引了近100萬(wàn)人次觀看。

Clarence Mak, president of Mars Wrigley China, a confection maker, said he was asked by his team members to appear on a livestreaming show in the lead-up to the shopping gala, given it has become a new shopping routine that is "highly popular among Chinese consumers".

糖果制造商瑪氏箭牌中國(guó)區(qū)總裁麥偉堅(jiān)表示，他的團(tuán)隊(duì)成員要求他在購(gòu)物節(jié)前參加一個(gè)直播節(jié)目，因?yàn)檫@已成為一種新的購(gòu)物習(xí)慣，“在中國(guó)消費(fèi)者中非常受歡迎”。

"Apparently consumers now not only look for the physical products but also the shopping experience. We need to make sure that we are not just present in China, but relevant to China," he said.

“很明顯，消費(fèi)者現(xiàn)在尋找的不僅是實(shí)體產(chǎn)品，還有購(gòu)物體驗(yàn)。我們需要確保的是不光我們的品牌要出現(xiàn)在中國(guó)，而且要與中國(guó)產(chǎn)生關(guān)聯(lián)。”