What is the origin of the Double Eleven?

In 29, for the purpose of promotion and publicity, Taobao Mall chose to hold a large-scale online shopping promotion on November 11th, that is, Double Eleven.

In the middle and late of p>29, Zhang Yong, then president of Taobao Mall, and his team planned a carnival-style online shopping festival in order to make Taobao Mall a bigger brand, and chose the day of "Double Eleven" by accident. November was chosen because it happened to be in the middle of the Golden Week and Christmas promotion season, and the weather at this time was just the time when people bought winter clothes. But there is no festival in November, only 11.11, which is nicknamed "Singles Day" by netizens.

So Zhang Yong "slaps his head". "That's right. If a bachelor has nothing to do, just buy more things." The seemingly accidental story gave birth to a new consumption node. Before 29, November 11th was just an ordinary day, but by 212, it has become a landmark node, a sales legend, a battleground for online sellers, platform suppliers and logistics enterprises.

Development

The first "Double Eleven" in p>29 was attended by only 27 merchants including Li Ning, Lenovo and Philips in Taobao Mall, but beyond everyone's expectation, the transaction volume of the whole platform was 52 million yuan, which was about 1 times of the daily transactions at that time. On the morning of the same day, the goods were almost sold. Many merchants temporarily replenished goods offline, and even the phenomenon that the chairman approved the note to temporarily transfer the goods directly from the dealer's ground store to sell online appeared.

Later, "Double Eleven" became synonymous with e-commerce consumption festival, and even had a certain influence on non-online shoppers and offline shopping malls.