Models strutted the catwalk at Shanghai'south National Convention and Exhibition Center Friday, showing off branded fashion and clothes that will be bachelor to buy for Alibaba'southward 11.11 Global Shopping Festival.

The "Run into At present, Purchase Now" way testify – the second for Alibaba'due south Tmall afterward concluding year's – kicked off three weeks of promotions Alibaba will run to create a buzz alee of 11.11. With "retail equally entertainment" as a central theme to this twelvemonth's eleven.11, the fashion show is but one manner Alibaba is leveraging its media and east-commerce platforms to create a seamless feel for viewers and consumers. And it's also a strong platform for manner and apparel brands to heighten their appeal.

"'See Now, Buy At present' is not only a place for merchants to sell their product, but a platform to grow their brand," said Alibaba Chief Marketing Officer Chris Tung."'See At present, Buy Now' perfectly illustrates the merging of offline and online shopping. Viewers watching the show tin enjoy the bear witness while shopping on their phones or saving the items for a later date."

This yr'due south "Run into Now, Buy Now" show features a number of the world's iconic fashion and apparel brands, including Guerlain, Adidas, Pandora, Ray-Ban, Estee Lauder, Victoria's Cloak-and-dagger, Rimowa, Ralph Lauren, French fashion grouping SMCP, Italian leather goods brand Furla. Opening Ceremony, Robert Geller and Jason Wu will bring the New York Fashion Week spirit to China in their debut bear witness.

Friday'due south event was taped live and volition be broadcast across 7 media platforms on October. 31. They include terrestrial channel, Beijing TV, the CIBN smart Telly platform, online video site Youku, the Weibo social-media platform, news aggregator, Toutiao and the Taobao and Tmall shopping apps.

Viewers will be able to buy what they meet, when they see it, on all those platforms. Sites and platforms will offering listings, links or buttons to pre-order the items ahead of 11.11. And at that place will a mobile, interactive page fix for those viewing on TVs. Viewers can milkshake their mobile phones when they meet something they want, and Alibaba will push them hyperlinks to the production folio for purchase.

In keeping with the "entertainment as retail" theme, brands planned a number of unique presentations and special and exclusive or express-edition products and promotions during the issue.

The show over again features star-studded appearances, including from Taiwanese-American thespian and singer Vanness Wu, Chinese actress and singer Fan Bingbing, Chinese female rap awareness VaVa.

This year'south testify also showcases up-and-coming Chinese brands and designers, including Dong Liang, Daphne, Anta, HLA and Erdos.Dong Liang is a concept store committed to promoting numerous upwards-and-coming Chinese designers, and is a melting pot of diverse styles.

For Tmall, "Meet Now, Buy At present" is more than just a way testify. With China'southward centre class growing rapidly and Chinese consumers condign ever more-sophisticated and discerning, manner is central to their lives and tastes.

Tmall's leading market place share and its robust digital ecosystem give it access to and engages top consumers across Cathay. Those are among key reasons why it has get a strong showcase for the world's top mode brands as they enter the globe's largest retail market.