Alibaba Group Holding Ltd. logged 10 billion yuan ($1.44 billion) of sales volume in the opening minutes of its annual Singles\u2019 Day extravaganza, outpacing last year\u2019s start as shoppers around the world swarmed the e-commerce giant\u2019s online bazaars. China\u2019s largest company, which is trying to drum up business via a concurrent televised entertainment spectacle featuring Cirque du Soleil and Mariah Carey, reported that Xiaomi, Apple and Dyson products were the top three brands in early sales. The annual retail celebration, originally dedicated to the nation\u2019s unattached, has become an important bellwether not just for the company, but also the country. This year\u2019s Nov. 11 gala offers a glimpse of consumer sentiment in China as U.S. tensions and a tit-for-tat tariff war depress stock markets and threaten to damp the world\u2019s No. 2 economy. How Singles\u2019 Day Became Biggest Shopping Spree Ever: QuickTake Still, Alibaba is intent on beating 2017\u2019s 39 percent growth and 168 billion yuan in transactions, a haul that dwarfed Black Friday and Cyber Monday combined. Scorching Run The challenge for billionaire Jack Ma and his lieutenant Daniel Zhang is to notch up another record after a scorching decade-long run. With a cooling economy, saturated markets and competition from smaller platforms such as JD.com Inc. and Pinduoduo Inc., Alibaba is now seeking new growth engines. \u201cAlibaba is making use of all of its platforms to make Singles\u2019 Day a holiday that also includes dining and entertainment,\u201d Jet Jing, president of Tmall, one of the company\u2019s main sites, said at the Singles\u2019 Day event. \u201cWe\u2019re connecting online shopping with offline physical outlets.\u201d Singles\u2019 Day was the brainchild of co-founder Ma and Zhang, who came up with the idea of turning the counter-cultural holiday into a shopfest a decade ago. First popularized by college students, Nov. 11 emerged as an antidote to the sentimentality of Valentine\u2019s Day. It takes its name from the way the day is written numerically as 11\/11, which resembles \u201cbare branches,\u201d a local expression for the unattached. Now, it\u2019s become an excuse for people to shop, eat and binge on entertainment shows. It\u2019s become so enormous that packaging waste - Alibaba expects 1 billion packages to get shipped this year - and potential damage to the environment remain lingering issues. The chief executive, who takes over from a retiring Ma as chairman next year, must prove he can carry on that legacy. His Hangzhou-based company also uses the occasion to test the limits of its cloud computing, delivery and payments units. Still, there\u2019s some uncertainty this year, as trade tariffs and deflating asset values threaten to disrupt economic growth. Chinese online retail sales growth slowed to 24 percent in the third quarter, down 12 percentage points from the previous three months, according to the National Bureau of Statistics. Read more: Alibaba Preaches Caution as Signs Emerge of U.S-China Trade Deal It\u2019s been three years since Ma said he wants to make Singles\u2019 Day a global phenomenon, but that hasn\u2019t happened. International expansion will be a key plank of Zhang\u2019s effort to keep breaking records. Last year, the top three non-Chinese Singles\u2019 Day markets were Russia, tiny Hong Kong and the U.S. - in that order. Popular items purchased overseas included mobile phones, wool coats and knitted sweaters. At the same time, Alibaba\u2019s efforts to push into the U.S. are sputtering. It discarded a pledge to create a million jobs in the country, lost its top American dealmaker and jettisoned plans for affiliate Ant Financial to acquire MoneyGram. U.S. President Donald Trump said in mid-October he plans to withdraw from a 192-nation treaty that gives Chinese companies discounted shipping rates for small packages sent to American consumers, making it even harder for Chinese merchants to push into the market. Southeast Asia will give the clearest indication of Alibaba\u2019s ability to go global. With Singapore-based Lazada now fully under its wing, the region remains one of the company\u2019s relative bright spots, amid a backdrop of slowing growth in China and turmoil brought on by the escalating trade war.