Summary of Why Does the World’s Biggest Shopping Event – Singles Day – Occur on November 11th?
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During a dorm discussion at Nanjing University in 1993, four young single men invented Singles Day as an optimistic way to deal with the monotony and dreariness of a bachelor’s life. To honor single students mingling and celebrating bachelorhood, November 11th seemed like a suitable date. It looks particularly lonesome because the “double 11” numbers resemble four single digits (ones) in a row. In this excerpt from her book Singles Day: The Machinations Behind the World’s Largest Shopping Day, Qin Yan – a former marketing specialist for Alibaba’s e-commerce website Tmall – explains the strategies that Alibaba used to transform a campus social happening into the world’s biggest retail event. getAbstract recommends this article to people interested in how e-commerce companies influence your spending behavior.
In this summary, you will learn
- How Alibaba created consumer demand in a month not traditionally associated with shopping sprees in China,
- How Alibaba’s e-commerce site Tmall convinces online retailers to keep product prices uniformly low on Singles Day, and
- Which promotion strategies Tmall uses to attract consumers and create a festive atmosphere on Singles Day.
About the Author
Qin Yan is the author of the marketing book Singles Day: The Machinations Behind the World’s Largest Shopping Day. She was involved in the planning of the marketing, logistics and third-party service rules for Alibaba’s e-commerce platforms Taobao and Tmall.