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Alibaba co-opted it in 2009 as an excuse to push winter coats, and the rest is history: Since then, China’s online audience has grown to more than 800 million consumers by Alibaba’s count. Along the way, Singles Day has matured into the single biggest shopping day in the world—selling more than $25 billion in 24 hours last year. The New York Times put this into perspective: Alibaba sold $1 billion in the first two minutes, which is equivalent to what Amazon sold in 1,800 minutes (or 30 hours) of Prime Day 2017.
And, with all due respect to Amazon’s Jeff Bezos and Marc Lore, Walmart’s CEO of U.S. ecommerce, it has considerably more star power than any retail events Western consumers are familiar with: The festivities include a countdown-to-midnight gala in Shanghai’s 18,000-seat Mercedes-Benz Arena with celebrities like model Miranda Kerr, who is confirmed this year, and footballer Lionel Messi, who once kicked goals against a shampoo bottle on behalf of sponsor Procter & Gamble.
But he said the two social-networking sites would continue to be important because of their different approaches; LinkedIn’s college marketing takes advantage of what the company can compile from members’ professional and academic data on the site, while Facebook aims to optimize the social component. “All three platforms are super-relevant,” said Paucek.
LinkedIn, meanwhile, actively promotes its half-billion-plus membership base as an asset to colleges in search of students. It, too, is focused chiefly on the postgraduate market, after a brief foray into the world of undergraduate admissions. (In 2014 it began a college-ranking site and related services, but it shuttered most of those features two years later.)
The only difference here is the customer’s shopping experience. At a traditional dealership, the financial conversation is often the last part of your experience. After you've seen a few models, asked a host of car questions, and possibly test driven one, the dealer will help you explore payment options. At a BHPH dealership, the process is usually reversed. The dealer will ask you a series of questions, possibly run a credit report, and invest in understanding your credit history before showing you available cars. Finally, with your monthly payment range and down payment information factored, you will be shown cars that are right for you and your unique financial situation.