Double Eleven refers to November 11 every year. It refers to the large-scale shopping promotion carnival day represented by e-commerce that has emerged across China. Since October 1, 2009 and The Mid-Autumn Festival begins at the same time. Every year on November 11th, large e-commerce websites represented by Tmall, JD.com, and Suning.com usually use this day to carry out some large-scale discount promotions to increase sales. Quota has gradually become the largest commercial promotion carnival in China.

"Double Eleven" not only makes e-commerce companies keen on promotions, but also operators have begun to engage in promotional activities. The company filed an application for "Double Eleven" trademark registration with the National Trademark Office on November 1, 2011, and obtained the exclusive right to the trademark on December 28, 2012. At the end of October 2014, Alibaba issued a notification letter stating that Alibaba Group had obtained registered the "Double Eleven" trademark.

On November 12, 2015, the seventh Tmall Double Eleven Global Carnival came to an end, with a full-day transaction volume of 91.217 billion yuan, of which wireless transaction volume was 62.642 billion yuan, with wireless transactions accounting for 68.67%.