Double 12, which is named after the date on which it falls—Dec. 12—is yet another online shopping festival created by Chinese e-commerce giant Alibaba.

In contrast to its bigger brother, Double 11, which is more targeted on promotions for big brands on Alibaba’s Tmall, Double 12 looks to promote small and medium businesses on the Taobao marketplace.

This year, we saw various initiatives on Taobao, including express delivery times of just two hours in major Chinese cities; celebrity participation on its live-streaming platform; and a Double 12-themed variety show.

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Deborah Weinswig

Deborah Weinswig is CEO and Founder of Coresight Research, a research and advisory firm that provides future-focused analysis and consulting on the intersection of retail, technology, and fashion. Deborah...