Alibaba founder Jack Ma even made an appearance, performing card tricks with Scarlett Johansson.
The multibillion dollar event includes products from thousands of international brands, all vying for the purchasing power of more than 100 million shoppers. Celebrities appeared at a three-hour variety show leading up to the event's midnight start in the southern Chinese city of Shenzhen. David and Victoria Beckham got things started by hawking whiskey and sunglasses on stage. Twenty minutes later, a Mandopop boy band sang a song with the hook "I'll teach you to buy." An appearance by NBA star Kobe Bryant, an icon to Chinese basketball fans, was also a crowd pleaser.
