November 11th is a special online shopping festival in China during since 2009. Because there are four '1' in the date, it has been labeled as Single's Day. Some people will take the opportunity to attent bachelor party and celerbate their still freedom, while some of them spend their time to hunt the bargain items. Alibaba's Tmall merchants take this opportunity to give comsumers the biggest discounts of the year, invloving global brands like Nike, Disney, Apple, Fisher Price, Starbucks etc. 

In this year's Tmall Double 11, sales exceeded US$10 bn in less than 10 hours, which is a world record, massive achivement for Alibaba.
Watch the 2016 Double 11 festival video:

Also, check on Alibaba's comercial of their VR Buy+ concept: