Before 2009, November 11 was just an ordinary day, but by 2012, it had become an iconic node, a sales legend, an online seller, a platform provider, A battleground for logistics companies.
In 2009, Tmall (then known as Taobao Mall) began to hold promotional activities on November 11. The earliest starting point was just to create a festival belonging to Taobao Mall so that everyone could remember Taobao Mall. Choosing November 11th is also a bit of a risky move, because it is right in the middle of the traditional retail industry’s National Day Golden Week and the Christmas promotion season. But at this time, when the weather changes, people are buying winter clothes. I wanted to give it a try to see if online promotions could become an attractive window for consumers. The results were out of control, and "Double Eleven" became synonymous with the e-commerce consumer festival, and even exerted a certain influence on non-online shopping people and offline malls.
In 2012, around this day, online e-commerce companies such as Tmall, JD.com, Yixun, Dangdang, Gome Online Mall, and Suning.com warmed up in advance, and offline home appliance chain stores and shopping malls were also busy. . In 2012, "Double Eleven" served this carnival, with millions of employees in merchants, express delivery industry, payment industry, third-party service industry, e-commerce platform and other related industries.
In December 2012, Alibaba Group Holdings Co., Ltd. obtained three trademarks, namely Class 35, Class 38 and Class 41, covering advertising, industrial operations, industrial management, office affairs, telecommunications, and education. , providing training, entertainment and cultural and sports activities and other industries. In addition, Alibaba Group has also registered a total of 11 events including the “Double Eleven Carnival”, “Double Eleven Online Shopping Carnival”, “Double Eleven Carnival” and “Double Eleven Online Shopping Carnival”. 1" related trademarks. The registration time of various trademarks ranges from 2011 to 2013.
On October 13, 2015, in the Xixi Park of Alibaba Group in Hangzhou, the 2015 Tmall Double 11 Global Carnival was officially launched. Alibaba Group CEO Zhang Yong announced that the Double 11 headquarters will be moved to Beijing in 2015 and a Double 11 headquarters will be set up in Beijing. In addition, Hunan Satellite TV will broadcast the Double Eleven Party directed by Feng Xiaogang live at 20:30 on November 10. Consumers around the world will welcome the arrival of Double Eleven at midnight in 2015 during the countdown to the Double Eleven Party.