Double 11 or Single’s day online shopping festival
What is the hottest word among Chinese netizens these days? It’s the “Single’s Day Promotion” or so-called Double Eleven Online Shopping Festival. Almost every netizen invited for this ceremony whether or not you are a bachelor.
Students at Nanjing University first celebrated Single’s Day in 1993 as an appreciation of being single. They picked November 11 (11/11) as an ode to the loneliness of the number one.
But Single’s Day was never meant to be a somber affair. Just like couples buy each other presents on Valentine’s Day, Single’s Day is an opportunity to treat yourself, and buy the things you’ve always wanted.
Alibaba turned Single’s Day, the Chinese holiday for the single into a huge economic opportunity through a perfect marketing strategy. Alibaba launched a massive marketing push around Single’s Day in 2009, offering special “Double 11” online shopping deals.
Alibaba held the first Double Eleven Shopping Festival on Taobao.com in 2009, storming the online shopping for the first time. Three years later, with coming 2012’s Bachelor’s Day, more than 10,000 businesses, cooperating with e-commerce sites, are poised to rock the shopping festival again.
Big promotions in the name of celebrating Nov 11 Bachelor’s Day usually start at the very beginning of November with huge discounts and giveaways lined up. Buyers can take this opportunity to enjoy great deals and huge discounts. It is equivalent to Cyber Monday in the US.
Their timing was perfect. E-commerce has exploded in China, leading to a 5,740% growth in Alibaba’s “Double 11” sales between 2009 and 2013, the Atlantic reports.
Last year Nov 11 2015, the company raked in $5 billion during the first 90 minutes of the sale, totaling $14.3 billion in just 24 hours largely through its online shopping platforms, Taobao.com and Tmall.com.
“Jack Ma (Alibaba’s CEO) is building Alibaba as the hub of all things commerce, whether it be physical goods bought and sold online, or now virtual goods and services,” Brian Buchwald, the CEO of consumer intelligence firm Bomoda told the LA Times.
And Alibaba has combined their expansion with brilliant marketing. On Wednesday, Alibaba aired a three-hour television special, “Tmall’s Double-11 Night Carnival” in order to drum up excitement for the insane “Double-11” deals.
Major logistics companies like EMS, Shentong, Yuantong, Home Delivery… are going to recruit thousands of new staffs to meet the need of peak online shopping periods.
Are you ready for double 11 Single’s day online shopping festival?