Less coupon math, more AI: what’s new for China’s 18th Singles’ Day

This year’s Singles’ Day shopping event in China saw a shift towards less coupon math and more AI-driven promotions. Shanghai resident Sunny He opted for a single, high-value purchase of a 12,000-yuan iPhone 18 Pro Max instead of multiple discounted items due to financial constraints. This reflects a broader trend among Chinese shoppers who are becoming more cautious about spending in a sluggish economy.

E-commerce platforms have responded by eliminating complex coupon structures in favor of clear, direct discounts. The 18th Singles’ Day, also known as Double 11, has evolved from a 24-hour flash sale to a month-long event. Platforms have emphasized AI products as a new category, attracting shoppers like Michelle Feng from Suzhou who spent over 1,000 yuan on AI-related apparel and kitchenware.

The simplified pricing structure has been well-received, with Feng noting the convenience of direct price drops without the need for complex calculations. Analysts believe this shift aims to retain shoppers in a saturated domestic market. Guo Tao, an angel investor, explained that platforms must now fight for market share rather than relying on incremental growth.

The simplified incentives have also relieved strain on merchants by making the discount system less vulnerable to manipulation. Government consumption vouchers have also provided additional savings for consumers. AI tokens, which measure data processing and compute power used by large language models, emerged as a breakout category during the festival, with sales surging by 450 per cent month on month on Alibaba’s AI Token Centre.

Hardware featuring AI capabilities, such as personal computers and smart glasses, also saw significant sales growth, with Alibaba reporting a 300 per cent increase in AIPCs sales year on year.