Jack Ma is the founder of Alibaba as well as one of the richest men in China (with personal wealth of more than $36 billion). He is also one of the strongest voices for global change, social progress, technological innovation, and cross-cultural interdependence—values that not only manifest in entrepreneurial speeches and future-oriented business strategies but are also commodified in contemporary social consumer practice. This phenomenon reaches its peak on “Singles Day”, a Chinese holiday on 11/11 that was co-opted by Alibaba to become the biggest shopping day on earth. The astonishing amoun…
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Exhibition Debut

Photo by Peter Cox

Alibaba CEO Jack Ma Found Footage

Double 11 Alibaba Event Footage

天貓雙11全球潮流盛典 Tmall Collection 2017 [Tmall Double 11 Global Fashion Festival Tmall Collection 2017], video by Taobao淘寶

双11前三分钟阿里巴巴成交量超1百亿人民币 [Alibaba’s trading volume exceeded RMB 10 billion in the first three minutes of Double 11], video by Voice of America Chinese Network

雙11”爆買”再創紀錄 天貓銷售額高達7600億 [Double 11 “explosive buying” set a record, Tmall sales reach RMB 760 billion], video by Times News CH50

雙十一送貨等太久? 包裹長出大蘑菇 [Waiting too long for Double 11 delivery? The package is growing big mushrooms], video by Dongsen News CH51

天貓雙11全球狂歡節互動 全城狂熱「捉貓貓」[Tmall Double 11 Global Carnival Interactive City Fever], video by Alibaba Group

Singles Day: Alibaba closes in on record sales, video by Al Jazeera English

Korea’s Singles’ Day hunt for Chinese customers, video by Arirang News

Singles Day shopping spree smashes record in China, video by Al Jazeera English

Highlights of Alibaba’s 2017 11.11 Global Shopping Festival, video by Alibaba Group

Highlights of Alibaba’s 2017 11.11 Global Shopping Festival, video by Alibaba Group

Alibaba Uses AR, VR to Attract Singles’ Day Shoppers, video by CCTV Video News Agency

Alibaba Uses AR, VR to Attract Singles’ Day Shoppers, video by CCTV Video News Agency

Alibaba Singles’ Day hits a new sales record this year, video by Arirang News

Alibaba reforms Double 11, video by CGTN

Double 11 Newscaster Footage

Double 11 Haul Videos

終於來了!淘寶雙11開箱 秋冬衣服試穿、飾品、居家用品 TaoBao 1111 Haul [finally arrived! Taobao double 11 unpacking autumn and winter clothes try-on, accessories, homeware TaoBao 1111 Haul], video by Sit with Dani

地表最強大!淘寶雙十一 開箱分享Grace unboxing part2__ Gracee 葛瑞絲 ✨, video by 葛瑞絲Gracee

跟我一起淘寶吧!雙十一超多優惠!發現超高質店鋪![Come on Taobao with me! Super discounts on Double 11! Discover a super high-quality store!], video by Hey JenniFA

双十一淘宝集运10kg开箱 (上集)Taobao Shopping Haul Unboxing Part 1, video by 一位不知名的手帐儿Stefanie

開到崩潰🤧 淘寶40公斤開箱:我到底都買了什麼鬼東西🤔 [Drive to collapse 🤧 Taobao 40 kg out of the box: What the hell did I buy 🤔], Hello Catie

UNBOX WITH ME| 十月购物分享| 三个包裹开箱| Myhuo八五折| 冬天配饰| 高级的镜子| OCTOBER COLLECTIVE HAUL, video by Rainie Tian

taobao double eleven haul淘寶雙11開箱!!!!! |Verna❀, video by Yi-Ping Chiu

Taobao Unboxing Haul |双十一淘宝开箱剁手 |网红店衣服穿搭 [Online celebrity shop clothes to wear], video by Sarahs look

Sandy - 淘寶天貓多種電器開箱!雙11爆買![Out of the box a variety of electrical appliances on Taobao and Tmall! Double 11 hot sale!], video by Sandykaka

[淘寶開箱] 又買! 雙11最後召集 [Taobao out of the box - Buy again! Double 11 final call], video by 點 Cook Guide

【淘寶】雙11屎嫂敗家被我發現!被淘寶貨包圍啦… [Taobao—I discovered the prodigal shit of Double 11! Surrounded by Taobao goods…], video by 屎萊姆的3次元 [Edward Slime]

Multi-Screen Film Editing Process

Double 11 Final Film

Milan Design Week Exhibition Photos

Photos by Nicole Marnati

Double 11

Alice Wong

Jack Ma is the founder of Alibaba as well as one of the richest men in China (with personal wealth of more than $36 billion). He is also one of the strongest voices for global change, social progress, technological innovation, and cross-cultural interdependence—values that not only manifest in entrepreneurial speeches and future-oriented business strategies but are also commodified in contemporary social consumer practice. This phenomenon reaches its peak on “Singles Day”, a Chinese holiday on 11/11 that was co-opted by Alibaba to become the biggest shopping day on earth. The astonishing amount of money spent on Singles Day highlights the cultural impact that the booming e-commerce industry has had on China’s middle class.

Double 11 uses found footage, news clips, and interviews to assemble a portrait of Jack Ma and Singles Day with multiple conflicting narratives. On one hand, it reveals Ma’s visionary quality and rhetorical power in surmounting cultural and political obstacles associated with global business, particularly a lack of trust or comprehension between Western and Chinese companies. In his modest and candid tone, Ma succeeds in depicting the looming paradigm shift in geopolitics as an era of connectivity and cooperation between people all over the world, including full emancipation of women, through the continuous growth of consumerism and the facilitation of increased entrepreneurialism at every scale from the individual to the multinational conglomerate. But the clips of compulsive shopping, celebrity spectacles, and materialist discontent hint at the socioeconomic conditions necessary to fuel Ma’s borderless utopia.

Credits

Co-editor: Aryan Javaherian

Sound Designer: Yuval Reuven

Additional Material

Read an interview with Alice Wong on The Strategy of Jack Ma Link

Bio

Alice Wong is a story designer based in Eindhoven. Through her research, she translates complex information into shareable stories. Her principal topic of interest is the intersection of biographical documentary, media and social phenomena. She aims to narrate a thoroughly researched story which is multi-perspective and increase the awareness of truths, in order to enable her audience to comprehend academic research easily and be critical of what they are perceiving.

Contacts

missalicewong.com Link

@missalicewong Link