Last year the platform saw 213.5 billion yuan worth of merchandise transacted in the 24-hour event, dwarfing Black Friday and Cyber Monday in the United States combined. But as competition intensifies, Alibaba is searching for fresh ideas to drive sales and keep users hooked to its sites.
去年，阿里巴巴在「雙十一」當天商品交易總額達到2135億元，超過了美國「黑色星期五」和「網絡星期一」銷售額的總和。但隨著競爭加劇，阿里巴巴正在尋找新的思路來推動銷售，留住用戶。
Brands from Origins, Kanebo to Oppo unveiled Nov 11 special editioned product packaging, whereas many others tailored offerings to meet the consumer preferences.
悅木之源、嘉娜寶和Oppo手機等品牌都在11月11日推出了特製版產品包裝，而其他許多品牌則根據消費者的喜好提供定製產品。
During this year's event, South Korean cosmetics group Amorepacific will launch a string of limited-edition products tailored to the Chinese customers, introduce a new brand and better tap into consumers via livestreaming, short videos and other original contents.
在今年的活動中，韓國化妝品集團愛茉莉太平洋將推出一系列為中國消費者量身定製的限量版產品，推出一個新品牌，並通過直播、短視頻和其他原創內容更好地打入消費者市場。
"Today Nov 11 is more than just an extravaganza for product discounts. It has spurred consumption demands, providing an opportunity to help brands find their positions and enhance customer engagement," said Charles Kao, China president of Amorepacific.
該集團中國區總裁高應湘說：「如今的『雙十一』不僅僅是商品打折狂歡季。它刺激了消費需求，還提供了幫助品牌找到定位，提高客戶參與度的機會。」
He expected newly recruited members to hit 3 million. "Today's limit could be the norm of tomorrow. What we truly value is beyond sales figures per se, but the opportunity to deeply engage with consumer," he said.
他預計新增消費者將達到300萬人。「今天的極限可能會成為明天的常態。我們真正看重的不是銷售數據本身，而是與消費者深入接觸的機會。」
per se：本身，自身
Live-streamers are also set to play a prominent role in product promotions this year, as the internet giant heavily invests in online influencers to increase engagement on its Taobao app.
直播也將在今年的產品推廣中扮演重要角色，因為這家網際網路巨頭將大力投資於極具網絡影響力的人，以增加其淘寶應用的參與度。
L'Oréal's pre-sales increased 700 percent over last year thanks to livestreaming. Its 17-hour long broadcast during day one of the pre-sales attracted nearly 1 million views.
得益於直播，歐萊雅的預售額比去年增長了700%。在預售的第一天，它長達17個小時的直播吸引了近100萬人次觀看。
Clarence Mak, president of Mars Wrigley China, a confection maker, said he was asked by his team members to appear on a livestreaming show in the lead-up to the shopping gala, given it has become a new shopping routine that is "highly popular among Chinese consumers".
糖果製造商瑪氏箭牌中國區總裁麥偉堅表示，他的團隊成員要求他在購物節前參加一個直播節目，因為這已成為一種新的購物習慣，「在中國消費者中非常受歡迎」。
"Apparently consumers now not only look for the physical products but also the shopping experience. We need to make sure that we are not just present in China, but relevant to China," he said.
「很明顯，消費者現在尋找的不僅是實體產品，還有購物體驗。我們需要確保的是不光我們的品牌要出現在中國，而且要與中國產生關聯。」