China’s biggest shopping day is coming up this month (November 11), and Amazon’s biggest rival is recruiting the celebrities it needs to capitalise on the event.
The Chinese e-commerce giant Alibaba said Tuesday that former Los Angeles Laker Kobe Bryant and the band OneRepublic would join the company’s “global ambassador” Katy Perry at a gala Nov. 10.
The gala will take place in Shenzhen the night before Singles’ Day, a kind of Valentines’ Day when people buy gifts for themselves. Alibaba popularised the shopping event as its Global Shopping Festival. This is the second year the company has put on a gala to promote the e-commerce event.
SEE ALSO: Alibaba gears up for Singles Day 2016
Alibaba announced that Katy Perry would perform at the gala last month, and added Bryant and OneRepublic to the roster Tuesday. Beth Behrs, an actress on the CBS sitcom “2 Broke Girls,” which is popular in China, will be at the gala, too. Alibaba said it would tease more celebrity guests in the coming weeks.
The gala is broadcast on TV over four hours and attracted 100 million viewers last year, Alibaba said.
Alibaba is Amazon’s biggest rival worldwide, and Amazon doesn’t really have anything comparable to this.
Amazon announced last week it would launch a version of Amazon Prime in China in an effort to compete more aggressively with Alibaba there.
Amazon also announced on Tuesday that it had already started its “Black Friday” deals, meaning Christmas shopping in the U.S. is now effectively two months long.