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Alibaba's CEO started Singles Day to promote a new brand. Now it's a $25 billion 'phenomenon'

Arjun Kharpal

Alibaba launched its first Singles Day shopping event, where loads of products on its platforms get big discounts, in 2009. Nov. 11, 2018 will mark the 10th anniversary of Alibaba's event. Alibaba CEO Daniel Zhang was the architect behind Singles Day.