All’s fair in love, war and shopping! Why the Tmall Singles’ Day game has no clear winner

With Alibaba's Tmall recently launching its 2.0 flagship store upgrade plan and moving towards a CRM system that increases the stickiness of its members, gaming on Tmall won’t die anytime soon.

Are we consuming Singles’ Day or has Singles’ Day consumed us – our time, our energy, our relationships? Will the young generation only get entertainment from how they shop or what they buy? Consumerism is a controversial topic, especially in today’s