Main global event for online commerce, November 11 gives rise each year in China to a rush of consumers on their smartphones to order millions of products at reduced prices (computers, clothing, food ...).

November 11 (11/11) is called "double-eleven" in China because of the succession of "1" in the date - so many symbols of celibacy.

For years, these sales, which start at midnight, were accompanied by an intense media campaign from Alibaba, with a giant screen showing live, all day long, the evolution of the amount of transactions carried out on its platforms.

The sum usually amounts to several tens of billions of euros - more than the annual GDP of many countries.

But on Thursday, there was no boasting, counting on a giant screen or triumphant comments from major players like Alibaba or its rival JD.com, the government campaign targeting large technology companies having had its effect.

Launched by Alibaba a decade ago, “Singles Day” was for a long time a single-day event - November 11 for 24 hours.

But the platforms are now starting the operation on November 1 and even offer pre-sales from mid-October, de facto diluting the amount of purchases over several weeks.

Product promotion, November 9, 2021 at the premises of the JD.com online sales group in Beijing, for the "Singles' Day" Jade GAO AFP

No count

Still, the Chinese "Singles' Day", which now eclipses the American "Black Friday" in terms of transactions, is still a closely watched indicator of consumption in the world's second largest economy.

Alibaba and JD.com recorded sales totaling 99 billion euros last year.

But no count was offered Thursday at midday for the 2021 edition, contrary to custom.

E-commerce giants have been keeping a low profile in recent months, as Chinese regulators launched a campaign to end abuses in personal data collection or monopoly practices.

A turn of the screw which also seems motivated by the concerns of the authorities vis-a-vis a technological sector which has become very powerful, stirring tens of billions of euros and so far little regulated.

The regulatory campaign has shaken Alibaba, JD.com and even the video game giant Tencent, causing them to lose billions of euros in stock market value.

In warehouses of the Chinese e-commerce group JD.com in Beijing, November 9, 2021 Jade GAO AFP

Experts agree, however, that the objective of the Communist Party is mainly to clean up the practices of the sector and not to permanently hamper the development of online commerce.

The latter remains crucial in the context of government policy aimed at focusing the national economy more on domestic consumption and less on manufacturing industry and exports.

"Gunpowder"

Alibaba has been quiet since last year and criticism of its founder Jack Ma towards Chinese regulators whom he accused of hindering the development of his company.

The authorities had in particular imposed the stop of a gigantic IPO (34 billion euros), of Ant Group, the financial arm of Alibaba, on a background of concern about the systemic risks that such an operation would cause weigh on the Chinese financial system.

Alibaba was then fined 2.3 billion euros for abuse of a dominant position.

Other e-commerce players have been sanctioned or called to order for their business practices, such as banning merchants from selling their products on competing platforms or using algorithms to bombard consumers with recommendations. of purchases.

A Beijing store is offering sales on the 10th novelbre 2021 on the eve of the "Singles Day" Jade GAO AFP

Last weekend, the government issued special "Singles Day" guidelines, reminding e-commerce giants that it was strictly forbidden to manipulate sales prices or sell counterfeit products.

In fact, Chinese media are reporting much more modest promotional activities this year.

“Even if the excitement remains, the smell of gunpowder between the e-commerce giants is noticeably less strong,” financial news site Jiemian.com recently summed up.

© 2021 AFP