"Double Eleven" refers to November 11 every year. Due to the special date, it is also called Singles' Day. Since 2009, on November 11th every year, large e-commerce websites represented by Tmall and JD.com generally use this day to carry out some large-scale discount promotions to increase sales. It has become the largest commercial event on the Internet in China. The importance of Singles Day has attracted more attention because it is associated with the shopping festival. [1]

Alibaba Group Holdings Co., Ltd. filed an application for the “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 the "Double Eleven" registered trademark (registration number: 10136470, 10136420). With the authorization of Alibaba Group, Tmall has exclusive rights to the "Double Eleven" trademark. , protected by law, and any other person’s use is a trademark infringement. [2]

On October 31, 2014, the State Administration for Industry and Commerce interviewed 10 e-commerce companies including Alibaba, JD.com, Yihaodian, Suning.com, and Amazon, asking them to prevent price increases for consumers. The method of later price reduction is to create fictional discounts and promotions to ensure that legal regulations such as "returns without reason within 7 days" are effectively implemented.

On November 11, 2014, Alibaba’s full-day transaction volume on Double Eleven was 57.1 billion yuan.