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Library/Campaign/Singles' Day (11.11)
Grade B24 sourcesHIS-01423

Singles' Day (11.11)

Campaign · 2009 · Viral

60Editable slideCertificate

Alibaba reported $84.54 billion in GMV over an expanded Singles' Day festival.

Clip · The Wall Street Journal on YouTube
Clip · Alibaba Group on YouTube
Stage at Alibaba's 2019 11.11 Global Shopping Festival
Alibaba Group on YouTube
Community illustration of Singles' Day, 11.11
Chrionexfleckeri1350 / Wikimedia Commons, CC BY-SA 4.0
Jack Ma on stage at the 2015 Tmall 11.11 gala
Fortune
Announcement of Taylor Swift at the 2019 countdown gala
Alibaba Group / Alizila
Couriers sorting Singles' Day parcels in Wenzhou
TIME
Alibaba sign
Guinness World Records
Kim Kardashian and livestreamer Viya promo
Jing Daily

Spread Score

How it works
Reach74ContagionNo data yetBreadth80Velocity0Longevity6360

Numbers

2015 sale: mobile buyers on Tmall and Taobao
95M
As of Nov 11, 2015 · Open web · Self-reported · Alibaba Group
Seed to milestone
10.0 years
Nov 11 ’09 to Nov 11 ’19
Platforms
5
Started on Open web
Origin
Mixed
Retail

Mechanics

  • Newsjacking
  • Scarcity drop
  • Real-world spectaclePrimary
  • Platform jump
  • Controversy

How it spread

Trace the origin

Taobao Mall launched the sale in 2009. It became the world's largest online shopping event, with celebrity galas and livestream sellers. Alibaba reported $84.54 billion in festival GMV in 2021 and stopped publishing the total in 2022.

Documented milestone; not a measured attention peak.

Google searchesMar ’09Sep ’10Dec ’12May ’14Jan ’16DecAug ’18Dec ’19Mar ’21Jun ’22May ’24Mar ’26MilestoneOpen webPressTVXiaohongshuRetail
Open webPressTVXiaohongshuRetail

13 more events on this chart

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Timeline (16)

  1. November 2009

    Alibaba / Taobao Mall seed · Nov 11 ’09

    Taobao Mall ran a one-day sale with 27 merchants and discounts of 50%.[1][2]

    Open the first post ↗

  2. November 2012

    Hacker News commenters platform jump · Nov 13 ’12

    Hacker News users discussed the sale's reported record and debated Taobao's shopping experience.[3]

  3. November 2013

    The Tech platform jump · Nov 12 ’13

    The Tech reported that Alibaba had processed over $5.75 billion in payments during the sale.[4]

  1. platform jump · Nov 10 ’15

  2. platform jump · Nov 11 ’15

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Why it worked

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Origin
Mixed
Sector
Retail
Region
CN
2015 sale: mobile buyers on Tmall and Taobao
95M
As of Nov 11, 2015 · Open web · Self-reported · Alibaba Group
Evidence
Grade B

Spread the same way

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New cases, every week

How the next thing spread, the week it does.