Point of view: Is Singles' Day good for brands?

This article asks whether Singles' Day, China's e-marketing event offering steep discounts to consumers, is good for brands.

Point of view: Is Singles' Day good for brands?

Edward BellFCB Greater China

Arguably the most public face of China's e-marketing juggernaut is Singles' Day. One can't help but be in awe of the sheer scale of it: 278 million orders for 30,000 brands offering...