Before entering hibernation, animals need to store enough energy to last through the entire winter. As a member of mammals, human beings do not hibernate, but the nature of storing might coincidently reflected in the shopping days (Black Friday, Cyber Monday, 11.Nov Single’s day in china) that happens at the beginning of winter.
When Western merchants think of online mega-sales, they might think of Black Friday or Cyber Monday. According to Adobe Digital Insights, online sales on black Friday and Cyber Monday in 2016 together reached a new record with $6.79 billion in the US. However, on the Single’s day (November 11) in china, Alibaba, the founder of this informal shopping festival, has smashed its online sale record to $17.8 billion in 24 hours, which is 3 times more than the achievement of Cyber Monday and Black Friday together.
Alibaba launched this annual November 11 online sale in 2009 with only 27 participating merchants. Since then, they’ve turned it into a series of activities that attracts online retailors and offline interactive activities, dominates the entire logistics chain, and turns China’s retail ecosystem upside down. Alibaba’s China retail marketplaces boast some 440 million active users shopping the virtual stores of millions of businesses. Apart from local brands and local shoppers, Alibaba said that over 14,000 international brands are taking part in its platform, and with consumers in some 207 countries buying items in the Single’s Day sale. Alibaba has invited Kobe Bryant, David Beckham and Victoria Beckham who are well-known in china nationally to produce a four-hour nationally televised gala for the evening of November 10 leading to a midnight kick-off. The gala encourage consumers to involve shopping with entertainment. A Forbes article states that 11.11 is the best tool for accessing the China market. The fast growing shopping festival with mature promotion strategies and large scale of purchase power is an ideal chance to introducing a new product or refreshing brand to Chinese consumers.
“The demand for international products continues to be very strong, the value proposition for Chinese consumers for international products continues to be enormous,” Alibaba Group President Michael Evans said.