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Nov. 11 is the largest shopping day in the world thanks to Chinese consumers who flock to e-commerce websites to purchase discounted goods of all kinds. The day, which is known as shuang shiyi（Double 11） in Chinese, also known as “Single’s Day”, was launched and trademarked by Chinese e-commerce giant Alibaba in 2011. Since then, it has grown into a machine of e-commerce.
In its first year the event had only 27 participating retailers and resulted in just US$7 million in sales. The 2016 edition resulted in US$17.8 billion, the highest ever and an increase of 32 percent compared to 2015. Sales roared past 10 billion yuan （US$1.5 billion） within the first seven minutes of Nov. 11, according to Alibaba.
Alibaba’s astute usage of ultramodern technology is what has allowed it to thrive. During this year’s Single’s Day event, 82 percent of orders were placed using smartphones. Total orders averaged 175,000 per second during the first hour of Nov. 11, according to Daniel Zhang, CEO of Alibaba Group.
Jack Ma, founder and executive chairman of Alibaba Group, praised his company’s record breaking performance.
“The consumption potential of 1.3 billion people in China is being uncovered,” Ma said, speaking at a press event. “We can see the huge potential of the Chinese market.”
Just as in past years, Alibaba hosted a gala on the night of Nov. 10 leading into the early hours of Nov. 11 to kick off the shopping spree. Alibaba hired Hollywood producer David Hill to choreograph the event, which included appearances from sports stars Kobe Bryant and David Beckham and was held in Shenzhen, a major city in southern China’s Guangdong Province.
In the final days leading up to the event, Hill said he was “shocked” to learn that there could be as many as 100 million viewers of the gala, which was streamed online on Youku, a Chinese online video service. Viewers were able to win clothing worn by the stars on stage and collect “red packets”, a traditional Chinese way of giving money, all from their smartphones.
In addition to an increase in sales volume, Alibaba in 2016 adopted a number of high-end technologies to create a unique shopping experience. Taobao, Alibaba’s largest online shopping portal, launched a virtual reality（VR） online store that mimics the experience of shopping in a traditional store. Armed with VR goggles, users experienced shopping on one of Europe’s iconic shopping avenues. To purchase a product, users needed to only stare at a certain part of the item for a few seconds, after which it was automatically shipped to the consumer.
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