History and overview
Every year on November 11, Alibaba Group holds the world’s largest 24-hour online shopping event. The 11.11 shopping festival started in 2009 with only 27 merchants to raise awareness of online shopping in China. The event falls during the seasonal changeover, filling a major gap in the traditional offline retail calendar in China. Often referred to as “Singles Day,” the day also falls on a Chinese folk holiday for young single people to celebrate their independence by treating themselves to a special purchase.
Over the past seven years, 11.11 has seen tremendous growth, driven by rising online, mobile and data technology adoption, as well as the strong trajectory of the Chinese consumer market. 11.11 is not just the world’s largest shopping day, but represents how online shopping has transformed the lives of hundreds of millions of Chinese consumers, particularly the booming middle-class population as well as lower-tier and rural regions across China.
The 2016 Alibaba Group 11.11 Global Shopping Festival highlight the strength and cutting-edge innovation of the entire Alibaba ecosystem, featuring a wide variety of products and brands from around the world, marketing campaigns for merchants, mobile initiatives, logistics technology and capabilities, omni-channel commerce, and much more.
What participating merchants say about Alibaba’s 11.11 sale
“The key marketing benefits are clearly the scale of the exercise and also the brand awareness that we’ll drive across China, across all our brands…that opportunity only comes once a year, and it comes with Alibaba … I think everyone in China is excited about 11/11 and we’re excited on steroids.” Stephen Maher, President, Mondelez China
“11.11 is always a very important time of the year for us. We know it’s going to be big, so a chance for us to add more product offerings, giving our fans more choice. In terms of merchandising, we see three big events each year: NFL Kickoff [the start of the season], 11.11 and the Super Bowl. Those are all three equally important.” Richard Young, NFL China Managing Director and VP
“Why is 11.11 important for Metro? I think it’s a great opportunity to serve customers in a much wider way than only with our stores… reaching out to new customer groups who never come to the stores, but come to 11.11. That’s a way to get to know Metro.” Jeroen de Groot, CEO, METRO China
“We’re really excited to join today’s Global Fashion Show because we think that today’s show is a great combination of music, entertainment, fashion, great performance, and we really hope that we can connect with our customers via this very new medium … it’s a very innovative way to present our products online.” Mary Eg, VP & General Manager of E-commerce, Gap Greater China
2016 11.11 pre-sale consumer-engagement innovations
“See Now, Buy Now” Fashion Show:
Augmented reality and Omnichannel shopping experiences:
Live Broadcasts and Entertainment:
Buy globally, sell globally
Recap of 2015 11.11 Global Shopping Festival
In less than…
To learn more about 11.11, please follow the Alibaba Group official Twitter account at www.twitter.com/alibabagroup.