Alibaba Rakes in Millions Selling Co-branding Rights to Double 11 Gala

(Beijing) – A consumer goods maker in Shanghai has paid hundreds of millions of yuan for co-branding rights to a live, televised performance hosted by Alibaba for its major online shopping day, the e-commerce giant said on August 16.

Alibaba Group Holding Ltd. said Shanghai Jahwa United Co. Ltd., a maker of popular shampoo and cosmetic products, paid an undisclosed sum to co-brand the four-hour broadcast on the eve of the big Double 11 shopping day.