Singles Day is coming again, but the festival initially created by bachelors on campus to console themselves has become E-business enterprises' favorite. Tian Fanjiang, CEO of Baihe.com, China's leading online dating platform, said it is a pity to make such a meaningful day for singles into a battle field for online retailers, filled with endless promotion and discount information.

Singles Day has changed its original intention for singles to become a shopping carnival. While millions of bachelors who need care the most, have been left behind.

There are about 249 million people of marriageable age - at least 20 for women, and 22 for men - in China, accounting for one-fifth of the country's total population, according to the National Bureau of Statistics of China.

The festival's promotion needs more of a human touch, focused on single men and women's feelings, said Tian. It's better to help them put loneliness behind them than just fill their spare time with promotions, he added.

Baihe.net brings out commonweal activates for singles, such as providing free consultation and helping them resolve emotional problems in 60 stores in more than 30 cities around China.