Does enlarging the size of the Single Day promotion translate into a higher GMV?

Both Alibaba and JD reported new record-breaking GMV (gross merchandise volume) for the Double Eleven shopping festival – RMB 498.2 billion from Alibaba and RMB 271.5 billion JD – partly because the two platforms have lengthened the used-to-be one-day promotion to a weeks-long extravaganza, and all the numbers during the period count. However, the single day sales on Nov. 11 actually dropped to RMB 332.87 billion from RMB 410.1 billion, according to the data services company Syntun.