Characteristic of any celebration in China, superstition is evident in every aspect of the CCTV auction. The stage is decorated lavishly in gold and red, colors representing wealth and prosperity. The auction always starts at 8:18 am on Nov. 18, because eight is the luckiest number. The allocated bidding numbers also contain lucky numbers-such as eight, three and six but never four, a very unlucky digit. P&G's number this year was 863 (which Mr. De Dios vastly preferred to last year's number, 069), while computer giant Lenovo had 666.