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12-12 sales can’t top Singles’ Day

By Zhang Ye (Global Times)

08:12, December 13, 2012

Chinese e-commerce retailers shifted focus away from price competition in Wednesday's new round of sales promotions, since online shoppers are still out of breath from the Singles' Day online sales promotions on November 11.

December 12, or 12-12-2012, was launched as an online sales promotion date by major domestic e-commerce firms like,, and Alibaba Group, who hoped it might echo November 11's success.

But this expectation was unrealistic given that consumer passion for online discounts was severely overtaxed by Singles' Day sales, Lu Zhenwang, an independent e-commerce analyst, told the Global Times Wednesday.

Data e-mailed by Dangdang to the Global Times Wednesday indicated that from Monday through noon on Wednesday, the company sold 50 million yuan ($8 million) of goods, compared to the 100 million yuan it took in on November 11 alone. Dangdang ran its December 12 sales promotion for three days starting Monday.

Inspired by Alibaba's, which offered online shoppers a 50 percent discount across the board, domestic counterparts launched various price-cutting sales promotions on Singles' Day, resulting in the day's sales volume reaching more than 20 billion yuan.

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