After reading Andrew’ blog, I am quite interested in the events holding by Alibaba on Nov.11-Singles’ Day. Alibaba’s “Single’s Day” campaign sounds quite familiar, much like the hurricane of consumerism we see in the USA’s Black Friday and Boxing Day.  The move seems logical; taking advantage of a rapidly growing middle-class market in China (growing annually by 25%!!!) is nothing more than common sense.

Along with the coming of remember day, people in Canada start to memory and mourn the soldiers who sacrifice themselves to exchange for our peace and freedom in World War I and World War II. However, in China, it is a completely different situation, 11.11 is called the double elven, also known as Singles’ Day. At the special day, Alibaba turned the Singles’ Day celebration, Nov. 11, into an online shopping festival in 2009, copyrighting the “Double 11” term three years later after recognizing its commercial potential. Since the news is published, everyone in China is crazy, someone waits for a long time in front of the computer to rush to purchase clothes, shoes, mobile phones and furniture. Alibaba already reported that in the beginning of 38 minutes, the sales has already reached ten billion! Jack Ma successfully motivates the desires for shopping of everyone in China, China’s Alibaba is set to impress Wall Street with record sales on Singles’ Day, the year’s biggest online festival. It is so impressive that people can shop over 10 billion goods in just 38 minutes. Since the discount is 50 percent and more, people can spend less money buying everything they want at this special day.

In my opinion, it is a way of sales promotion and obviously it is really useful, especially in China which is a country with large population and high shopping quality. Jack Ma is so brilliant that he accurately controls everyone’s thoughts in China. At the Singles’ Day, people who is single will have low feelings and one of the best way to release their pressure is shopping. It is appropriate for not only women but also men. Therefore, this activities has approached a huge success and it promotes the development of economics in China and reform the shopping market.