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On 31 October, 2017, Alibaba Group kicked off its annual 11.11 Global Shopping Festival (“11.11”). The main theme of this year’s 11.11 is “Elevating New Retail with deeper engagement”, promising even greater choice for shoppers and deeper levels of consumer engagement. This year, Alibaba will further take New Retail to center stage and promote the 11.11 Global Shopping Festival – this “Chinese phenomenon” to the world.

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