- Insider's Take
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.
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.