The Rickshaw Report: November 11 – Both China’s Singles Day & The World’s Biggest Online Shopping Event

1. On November 11, China celebrates Singles Day. What is the point of the holiday?
It used to be about single people celebrating their singlehood. However, now the day seems to have totally changed into a shopping festival.

2. How is China’s dating culture different to that of your parent’s generation?
When my mother and father were young, it seemed like marriages were usually arranged by the couple’s families, who were almost always of equal social rank. But now everyone seems free to choose their spouse. Today, the most important factor is not the couple’s social status or the connection between both families, but that the two get along well.
3. China is now experiencing a phenomenon with “left over men” and “left over women”. What’s the solution to this problem?
I know a lot of people who fall into that category. I think that such circumstances are caused by the individual’s lifestyle. These people are content living alone. They do not need to worry about someone else, not suffer the strains of married life. But at the same time, this phenomenon of leftover men / women is a serious social issue. Its probably a consequence of China’s family planning policy. I have heard that some men have tried to cure their loneliness by moving abroad in order to find a bride.

4. So how come China’s Singles Day evolved into a major online-shopping event?
I guess single people felt down and lonely, and therefore sought to cheer themselves up with a little retail therapy! Now, the event is all about shopping. A lot of online stores offer discounts for the occasion. (Editor: Actually, Alibaba – China’s online retail giant – decided to launch a major online sale on this particular date every year since 2009. Eager to cash in and jump on the bandwagon, other major ecommerce sites also offer giant discounts on November 11th. )
5. Do you think China’s younger generation is growing too materialistic and too obsessed with brands?
Yeah, I think so. Since the country’s reform and opening-up, a lot of trendy products started being sold in China. Many Chinese started developed a taste for such goods. I would say the – the younger generations – born in 1980s and 1990s – are the most materialistic. Perhaps such youngsters have been spoiled by their parents. On the other hand, they may be more open to foreign trends because of their youth. Girls seem especially into brands, but that makes sense because girls always want to look pretty.

6. What is the attraction to such luxury brands?
These people consider themselves fashion and feel compelled to keep up with the trends. For example, right now, everyone is wearing some plastic plant accessory in their hair. ( (Editor:  This particular hair accessory, also known as “the sprout”, is actually not a luxury item but can be purchased for 2-3RMB.)

7. What are China’s strongest brands?
The sports store, Li Ning, is great. My child is a fan of it!

8. Ali Baba has spearheaded Shuang 11, and revolutionized the way Chinese people shop. Do you think that the success of e-commerce will signal the end of shopping malls?
I think the e-commerce will be a long-term influence on the future of the shopping malls. However, I think the two do not necessarily have to compete with each other as they appeal to different types of customers with opposing lifestyles. E-commerce suits the young, or those who have no time to visit shops. Whereas, some people, like the elderly, have more time on their hands and enjoy exploring different stores and markets, trying on clothes, examining goods etc. So I do not think that the rise of e-commerce signals the end of shopping malls.

9. Will you participate in the 11.11 shopping spree?
Yes because there will be great discounts!

10. There has been some controversy as China’s second most prominent e-commerce firm, JD.com ( also known as Jingdong Mall), has claimed Alibaba put vendors under pressure not to participate in JD.com’s promotion. What do you make of that?
If Alibaba really did that, then, that’s not right. China advocates a free market, and competition is a part of that. Alibaba seems to creating a monopoly.

11. Which is your favourite – JD.com or Alibaba’s Taobao.com?
I think they appeal to customers with different needs. JD’s products are pricier, but have a high quality. In contrast, Taobao’s goods are pretty cheap but often not that great quality