Alibaba said it wanted to broadcast the Gala on about 10 cable networks in China, Southeast Asia, Africa and North America
It is not a simple gala and every year it becomes more and more global and digital. We are talking about the annual 11.11 Countdown Gala Celebration of Alibaba Group. This year Alibaba wants to expand the worldwide reach of the live variety show that runs in the hours leading up to the biggest shopping day of the year, in markets around the world.
In particular, at the first official press conference for the 11.11.2019 Global Shopping Festival, held in Hangzhou, Alibaba said it wanted to broadcast the Gala on about 10 cable networks in China, Southeast Asia, Africa and North America. Not only that, this year Alibaba is also planning to extend the show and plans to start it from the afternoon, rather than from 8 pm.
Alibaba will offer interactive experiences for the public
While the participating overseas networks have yet to be confirmed, the e-commerce giant has stated that the new daytime segment will be shown exclusively in China on Youku, Zhejiang TV and Dragon TV. Just like in previous years, Alibaba will offer interactive experiences for the public and opportunities for brands to interact with consumers.
Liu Bo, general manager of the Alibaba marketing platform business and leader for 11.11 this year, said: “The gala is extremely valuable, capable of bringing in conversion and brand impressions that far exceed any period in the campaign. All of the energy, attention and emotions of consumers are concentrated within those few hours leading up to midnight.”
“Just like any other form of content, the gala is a space for brands to engage and learn about their customers,” Zhang said. “The value of that interaction stretches beyond the gala into the long term.”
The Countdown Gala Celebration has become a red carpet event
The Countdown Gala Celebration, since its inception in 2015, has become a red carpet event, with celebrities from all over the world participating in the show every year. During the editions, big names like Nicole Kidman, Scarlett Johansson, Mariah Carey and Pharrell Williams took part in sports stars like David Beckham, Maria Sharapova and Kobe Bryant.
Robert Lin, vice president of Youku and producer of the Gala 2019, commented: “This year, we want to bring [the audience] a lasting experience, to create a ‘classic’ show that would stay in the memories of this generation“.