Singles Day Is More Than Just Alibaba sold more than $19 billion in 2017 has worked with Walmart since 2016.
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Over the last decade, ecommerce company Alibaba Group has done a masterful job linking itself to Singles Day, drumming up excitement each year with a variety show countdown starring A-list celebrities, and scaling its humble beginnings as a coat sale to a $1-billion-an-hour retail frenzy.

@lisalacy Lisa Lacy is a senior writer at Adweek, where she focuses on retail and the growing reach of Amazon.