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How Alibaba added a record number of US brands to Singles' Day lineup - Business Insider

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How Alibaba courted a record number of US brands including Allbirds, C.O. Bigelow, and Fender to participate in this year's Singles' Day

Alibaba declined to share how many US brands will participate in Singles' Day in 2020 compared to last year.

For Ian Ginsberg — the third-generation owner of the New York-based C.O. Bigelow, the oldest apothecary in the country — teaming with Alibaba has opened up the door to international commerce for the 182-year-old company. "Tmall plays a crucial role in helping us build brand awareness by offering various touchpoints with Chinese consumers, especially when we're facing unique challenges like the COVID-19 pandemic," an Allbirds spokesperson said. "Having a strong digital presence has also been key during this period as global consumers, including in China, have relied on e-commerce and mobile shopping more than ever before.

 

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