[1/4] A delivery worker sorts parcels at a makeshift logistics station ahead of Alibaba's Singles' Day shopping festival, following the coronavirus disease (COVID-19) outbreak in Shanghai, China, November 10, 2022.
The Singles Day shopping festival, which despite its name has evolved into a multi-week event, is a key barometer of Chinese retail demand.
But Citi predicts rival e-commerce giant JD.com (9618.HK), which also holds a Singles Day shopping event, to fare somewhat better as it is strong in consumer electronics and home appliance offerings which are expected to remain popular.
Singles Day has also had contend with the absence of one its two live-streaming mega sales gurus, Viya, who has been offline since being fined for tax evasion.
"Alibaba has tried to make (the event) less about just dropping prices," said Mark Tanner, chief executive of Shanghai-based consultancy, China Skinny.