https://www.reuters.com/article/singles-day-alibaba/alibaba-spotlights-social-welfare-in-last-hours-of-toned-down-singles-day-shopping-fest-idUSKBN2HV28T

Alibaba Group Holding Ltd played down its sales figures and touted its social welfare initiatives in the final hours of its Singles' Day festival on Thursday, marking a shift in tone for the highly-publicized annual online shopping event.