Tmall Collection 2017 Global Fashion Show, Oct. 20. Image courtesy of Alibaba
In anticipation of the Oct. 31 broadcast of the second “See Now, Buy Now” Global Fashion Show on Tmall, Alibaba chief marketing officer Chris Tung talks about the event’s focus on retail as entertainment ahead of the 11.11 Singles Day, now known as the Global Shopping Festival that last year pulled in $17.8 billion in gross merchandise volume.