The inception of China's Double 11 festival dates back to 2008, characterized by a distinctive slogan annually. Marking a decade of its existence, Alibaba chose to amplify the festivities on this milestone occasion. Expressing gratitude towards participating entities – encompassing both brands and consumers – Alibaba orchestrated a synergy between virtual and physical retail spaces, envisioning this harmonious blend for the next decade. Under the banner of "The beginning of ideal life," the festival featured a range of discounts and perks accessible through Alibaba's affiliated apps. These offerings spanned diverse activities, from streaming videos on Youku to booking train tickets via Fliggy.

Beyond the digital realm, Alibaba's engagement extended to offline experiences. Our concept centered on igniting countdowns across ten cities, commemorating the ten-year journey while embracing the anticipation for the forthcoming 11th year.