China's 11.11 sale loses its midnight frenzy: platforms stretch promotions over weeks
The world's biggest sale is no longer a one-day discount race: in 2026, JD.com launched on October 12, while Alibaba and Douyin started on October 15. Shoppers have become more cautious, and sellers are recording increasingly muted sales spikes, even though the market keeps growing.
Aziz Karimov