Online site goes after Chinese in US on 11.11

Last year, the number of deals rose to 130. "But only about 20 or 30 were great, great deals," said Wang, who wants brands to give her their best deals of the year.

With over 10 million unique visitors a month, DealMoon has served Chinese shoppers in the US and China for six years. More than 70 percent of the site's customers are Chinese immigrants and Chinese international students in America. The rest are based in China, who often purchase overseas goods through international mailing services or with the help of their friends in the US.

To serve their customers better, DealMoon said it raised standards for selecting exclusive deals on Singles Day. "We only want popular luxury brands and practical products that appeal to Chinese shoppers," Wang said. "Three months ago my goal was to get 60 selective deals, but now I have more than 130 again."

"We didn't get any department stores last year, but this year we got seven," she said. "DealMoon used to be more focused on beauty and fashion, and now we also do electronics, baby, travel. There is a whole list of categories."

She said more international brands are now aware of Singles Day, and many want to reach Chinese consumers.

Wang said that among this year's offerings are: 25 percent off of a top computer brand's most popular models; a luxury skincare brand that is very popular among Chinese will take $100 off an order of more than $500; travel packages on the East and West coasts; discounted Disneyland tickets; China-based Hainan Airlines will offer discounted tickets of $509 from Seattle, Chicago, San Jose, California, and Boston to Beijing; and especially for Chinese families, a hot-pot cooker and soy milk maker at about half the original price.

"Hai Tao" shopping, translated into English means buying overseas goods online, is trending in China. To give its customers in China a better shopping experience, DealMoon partnered with Alipay, Jack Ma's leading electronic payment platform, for direct payment and direct shipping, eliminating the need to ask or beg friends to receive and mail packages.

"I hope Singles Day can grow in the US year by year, and surpass Black Friday," said Wang. "At least to become the Black Friday for Chinese in America."