Puma collected 2.8 million orders worth the equivalent of more than €80 million through this year’s Singles’ Day festival organized by Alibaba, 50 percent more than a year ago, when it already booked an increase of 40 percent. Puma says its China team spent two months preparing the promotion, planning the discounts for each item, setting up ads to drive traffic to the website and creating four version of the promotional landing page. It hired about 2,500 temporary workers at its warehouses to deliver the orders quickly. Together, the two biggest Chinese internet platforms, Tmall and Jd.com, are estimated to have raked in around €100 billion in gross merchandise revenues during their November promotions, 30 percent more than last year.

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