Double Eleven Shopping Festival refers to the online promotion day of November 11th each year. It originated from the online promotion held by Taobao Mall (Tmall) on November 11, 2009. At the time, the number of participating businesses and promotion efforts were limited, but the turnover far exceeded the expected effect, so November 11 became a fixed date for Tmall to hold a large-scale promotion. Double Eleven has become an annual event in China’s e-commerce industry and has gradually affected the international e-commerce industry.
On November 11, 2014, Alibaba’s double eleven-day trading volume was 57.1 billion yuan. On November 11, 2015, Tmall double-day trading volume was 91.217 billion yuan. At 24:00 on November 11, 2016, Tmall double eleven trading volume exceeded 120.7 billion. In 2017, the total turnover of “Double Eleven” Tmall and Taobao was 168.2 billion yuan. In 2018, Tmall double eleven trading volume was 213.5 billion.
Activity origin
The Double Eleven online shopping carnival originated from the promotion held by Taobao Mall (Tmall) on November 11, 2009. At that time, the number of participating businesses and promotion efforts were limited, but the turnover exceeded the expected effect, so November 11 Become a fixed date for Tmall to hold a large-scale promotion.
Transaction data
In 2009, the sales volume of double eleven was RMB 0.5 billion, and a total of 27 brands participated.
In 2010, the sales volume of double eleven was 936 million yuan, and a total of 711 stores participated. In 2010, Taobao Mall’s “Double Eleven” 50% discount was set a record of 1 billion yuan in sales per day. In 2010, Taobao Double Eleven Carnival Singles Day, a total of 21 million users participated in the crazy snap. At 0:13, the first “1 million yuan store” was produced; at 39 points, the Boyang Home Textiles flagship store became the first “5 million yuan store”. After a day of concentrated buying, Taobao Mall has produced a total of 181 million stores and 11 million stores. Among them, Jack Jones, Boyang Home Textiles, Shangke Tea, Famous Shoes, and PBA are particularly prominent.
In 2011, Tmall double eleven sales were 3.36 billion yuan, Taobao and Tmall totaled 5.2 billion, and 2,200 stores participated. [6] 0 points on the line, 8 minutes exceeded 100 million, 21 minutes exceeded 2 billion, an hour is nearly 500 million, 10 hours 1 billion, 13 hours 1.5 billion, and finally Taobao Mall 3.36 billion, the entire network 5.2 billion That is equivalent to spending 4 yuan per Chinese person that day. The most insane province of consumers: the first Zhejiang, the second Jiangsu, and the third Guangdong. A province of Zhejiang is 415 million. According to the city, Shanghai is the most insane, with more than 200 million. Beijing and Hangzhou rank second and third respectively. In the “Double Eleven” shopping carnival, the number of Alipay transactions reached 105.8 million, and the number of orders paid through wireless devices totaled nearly 9 million, which was five times that of 2011, and the proportion of total payment increased to 8. %the above.
In 2012, the total sales of Tmall and Taobao reached 19.1 billion yuan, including 13.2 billion yuan for Tmall and 5.9 billion yuan for Taobao. On November 11, 2012, the peak of wireless payment appeared in the early morning, with 106,000 transactions in 5 minutes, while the peak of wireless payment in 2011 was 10,000 in 5 minutes. As of 12:00 noon on November 11, 2012, the number of Alipay wireless payments has exceeded 4 million, which is twice the number of all wireless payments on November 11th, 2011.
In 2013, the sales volume of the double eleven was 35 billion yuan, which exceeded the total sales of 19.1 billion yuan in 2012 and took 13 hours. On November 11, 2013, the number of mobile Taobao sellers with over $1 million in Alipay transactions reached 76. The official flagship store of Jackjones, which ranks first, has a transaction amount of 6.3 million yuan on the day. Ochirly’s official flagship store and GXG official flagship store are ranked second and third. Women’s wear, men’s wear, women’s shoes, underwear home wear and beauty cosmetics have become the most active category of mobile phone Taobao transactions. From the perspective of the regional distribution of transactions, Shanghai, Beijing and Hangzhou ranked the top three, forming the first group. Chengdu, Ningbo, Guangzhou, Wuhan and Chongqing ranked four to eight in succession.
In 2014, the sales of double eleven was 57.1 billion yuan. As the first double eleven after Ali went public, 13 hours exceeded the total sales of 35 billion yuan in 2013. In the early morning of November 12, 2014, Alibaba announced the “Double Eleven” all-day transaction data: Alipay’s turnover for the whole day was 57.1 billion yuan, and mobile accounted for 42.6%.
In 2015, Tmall “Double Eleven” Global Carnival, the online transaction volume of Taobao Tmall platform exceeded 1 billion time 72 seconds; the transaction volume exceeded 10 billion in 12 minutes and 28 seconds , the transaction volume exceeded 91.2 billion yuan Among them, the mobile terminal accounted for 68%; the cumulative logistics order was 468 million, the cumulative electronic face sheet generation was 121 million; and the global turnover countries/regions were 232. According to data released by Jingdong, from November 1st to 11th, the total order volume exceeded 100 million, which was 130% higher than the same period in 2014. The transaction volume increased by more than 140% year-on-year, and the mobile order volume accounted for 74%. . From November 9th to November 19th, 2015, China Unicom launched the “11.11 Wo 4G Carnival” at the same time in Unicom’s online business hall, mobile phone business hall, Tmall flagship store and Jingdong Mall.
In 2016, Double Eleven Shopping Carnival, the opening 52 seconds, Taobao transaction volume exceeded 1 billion yuan; 6 minutes 58 seconds turnover exceeded 10 billion yuan, 6:54:53, over 57.1 billion, up to 2014 double Eleventh-day level; at 12 noon, it reached 80.7 billion; at 15:19:13, it exceeded 91.2 billion, breaking the record of the double eleven-day trading volume in 2015. At 9:39, the payment peak of Alipay reached 120,000 pens/second. In the first 10 minutes, Alipay’s mobile payment accounted for 92%; in the choice of payment method, Huayu and balance pen The percentages are 29% and 18% respectively. 2016 “Double Eleven” shopping carnival Tmall traded amounted to 120.7 billion. 15 hours of Tmall sales reached a total sales of 91.2 billion yuan in 2015, accounting for 82% of the online.
In 2017,key figures of double eleven turnover: 0:11, Tmall double eleven turnover exceeded 100 million yuan; 0 minutes and 28 seconds, turnover exceeded 1 billion yuan; 3 minutes and 01 seconds, turnover exceeded 10 billion yuan, 3 minutes and 13 seconds, wireless turnover exceeded 10 billion yuan; 6 minutes and 05 seconds, turnover exceeded 20 billion yuan; 11 minutes and 14 seconds, turnover exceeded 30 billion yuan; 40 minutes or so, turnover exceeded 50 billion yuan; 1 hour 0 minutes and 49 seconds, the turnover exceeded 57.1 billion yuan, surpassing the 2014 double eleven full-day turnover; 7:22:54 turnover reached 91.2 billion yuan, exceeding the double eleventh day of 2015; 9:00:04 In seconds, the turnover exceeded 100 billion yuan, 10:40:48, and the wireless turnover exceeded 100 billion yuan. 10:54:26, the turnover exceeded “double eleven” billion, wireless accounted for 91%; 12 points, turnover of 116.1 billion yuan; 13:09:49, turnover exceeded 120.7 billion yuan, has exceeded 2016 double eleven full day turnover. At 16 o’clock, the turnover exceeded 130.7 billion yuan; at 17 o’clock, the turnover exceeded 134.6 billion yuan; at 21:12, the turnover exceeded 150 billion yuan. As of 24 o’clock, the final turnover of the 9th Tmall Double Eleven Global Carnival was 168.2 billion yuan, and the wireless turnover accounted for 90%. The total number of payments made by global consumers through Alipay reached 1.48 billion, an increase of 41% over 2016. 225 countries and regions around the world joined the 2017 Tmall Double Eleven Global Carnival.
Other relevant data: 5 minutes and 22 seconds, the new payment peak was born: 256,000 pens/second, which was 1.1 times higher than that of 2016. The database processing peak was born at the same time, reaching 42 million times/second; 7 minutes and 23 seconds, Alipay’s payment The number of pens exceeded 100 million pens, which is equivalent to the total number of pennies of the eleventh full day of the year (2012); 12 minutes and 18 seconds, the first day of the Tmall double eleven in 2017 was signed in Shanghai Jiading; 33 minutes, The first single import of Tmall double eleven was signed in Ningbo; 69 minutes, the first single of the Tmall double eleven rural areas was signed in Guizhou; at 9:36, the rookie logistics order broke 467 million, more than the 2015 double eleven day. [8] At 18:49, the rookie logistics order volume exceeded 657 million, surpassing the 2016 double eleven all-day.
In 2018, Double Eleven Global Carnival, 02 minutes 05 seconds, 10 billion; 04 minutes 01 seconds, 20 billion; 09 minutes 05 seconds, 30 billion; 15 minutes 00 seconds, 40 billion; 26 minutes 03 seconds, 50 billion; 28 41 seconds, 52 billion, “I love you”; 35 minutes and 17 seconds, 2018 Tianma double 11 total turnover exceeded 57.1 billion yuan, exceeding the total volume of Tmall double 11 in 2014. 40 minutes and 31 seconds, 60 billion; 1 hour 01 minutes 03 seconds, 70 billion; 1 hour 04 minutes 23 seconds, 80 billion; 1 hour 14 minutes 33 seconds, 90 billion; 1 hour 16 minutes 37 seconds, 2018 days cat double 11 The turnover exceeded 91.2 billion yuan, which exceeded the 2015 Tmall Double 11 full-day turnover. 1 hour 47 minutes 26 seconds, 100 billion; 8 hours 8 minutes 52 seconds, 120.7 billion; 15:49 minutes 39 seconds, 2018 Tianzhu double 11 turnover exceeded 168.2 billion yuan, has exceeded the 2017 Tmall double 11 full day deal Amount; 22:28:37, 2018 Tmall double 11 turnover exceeded 200 billion yuan; 2018 Tmall double 11 full-day trading volume of 213.5 billion yuan, a record high. At 23:18:09, 2018 Tianma Double 11 had more than 1 billion logistics orders on the day.
Social Influence
Shopping feast
Since Tmall’s first “Double Eleven” shopping festival in 2009, this day has become a veritable national shopping feast.
The strength of “Double Eleven”
The “double eleven” chaos can be seen from the commercial ad campaign. An e-commerce website has put together a group of advertisements with the theme of “face-lifting” in a number of media. The slogan includes “half-month for express delivery,” “fifty-five-time purchase of fake goods”, and “bad review of human flesh” content, directly referring to competitor prices. Virtual high, slow delivery, platform sales, promotional gimmicks, brushing data and other issues. In fact, these problems have almost become a common problem in the e-commerce field.
It is worth noting that with the increasingly fierce competition among major e-commerce companies, the “Double Eleven” front has been around for about a month. Although this is a spontaneous market behavior of the merchants, the disorderly competition has brought Multiple evils: On the one hand, the impulsive consumption of the people is further stimulated and amplified. On the other hand, consumers’ trust in the e-commerce website has been overdrawn, and it has also caused problems such as overwhelming the express delivery industry, excessive packaging and environmental protection and waste.