First hand observations of Alibaba's 11.11 Singles Day event featuring Nicole Kidman, Pharrell and more

More than 700 journalists from around the world descended on Shanghai, China last Thursday (9 November), by invitation of Alibaba for its 11.11 Singles Day gala extravaganza and to witness the sales made in real-time. 
The Drum was invited by the ecommerce giant for the first time this year and while the data is crunched and analysis is being made, here is the round-up of our experience at the event.
The gala felt like a Chinese game show combined with a concert
This reporter was initially