Chinese people stopped waiting for midnight: the world's largest sale 11.11 lost its hype

The world's largest sale, 11.11, also known as Singles' Day, has lost its excitement in China. The sale used to be a frantic night of bargain hunting, but now it's just a regular shopping season. Trading platforms such as JD.com, Alibaba, and Douyin are stretching promotions for more than a month, and sellers are noticing that people are no longer waiting for midnight to start shopping.

The loss of hype around 11.11 matters for social commerce because it indicates a shift in consumer behavior and shopping habits. The extension of the sales period and the lack of excitement around the traditional midnight start time may require sellers and platforms to rethink their strategies and find new ways to engage customers and drive sales. This change could have implications for the future of social commerce and e-commerce in China.