Definition:
Single's Day, also known as "Singles' Day" or "Double 11", é um evento de compras e uma celebração da solteirice que ocorre anualmente em 11 de novembro (11/11). Originated in China, became the largest e-commerce event in the world, surpassing dates like Black Friday and Cyber Monday in terms of sales volume
Origin:
Single's Day was created in 1993 by students from Nanjing University, in China, as a way to celebrate the pride of being single. A data 11/11 foi escolhida porque o número 1 representa uma pessoa sozinha, and the repetition of the number emphasizes being single
Evolution:
In 2009, the giant of Chinese e-commerce Alibaba transformed Single's Day into an online shopping event, offering great discounts and promotions. Since then, the event grew exponentially, becoming a global sales phenomenon
Main features:
1. Data: 11 de novembro (11/11)
2. Duration: Originally 24 hours, but many companies now extend promotions for several days
3. Focus: Mainly e-commerce, but also includes physical stores
4. Products: Wide variety, from electronics and fashion to food and travel
5. Discounts: Significant offers, frequently above 50%
6. Technology: Intensive use of mobile apps and streaming platforms for promotions
7. Entertainment: Live shows, celebrity broadcasts and interactive events
Economic impact:
Single's Day generates billions of dollars in sales, with Alibaba alone reporting $74,1 billion in gross merchandise sales in 2020. The event significantly boosts the Chinese economy and influences global retail trends
Global expansion:
Although it is still predominantly a Chinese phenomenon, Single's Day has gained popularity in other Asian countries and is starting to be adopted by international retailers, especially those with a presence in Asia
Criticism and controversies:
1. Excessive consumerism
2. Environmental concerns due to the increase in packaging and deliveries
3. Pressure on logistics and delivery systems
4. Questions about the authenticity of some discounts
Future trends:
1. Greater international adoption
2. Integration of technologies such as augmented and virtual reality
3. Growing focus on sustainability and conscious consumption
4. Extension of the event duration to reduce logistical pressure
Conclusion:
Single's Day has evolved from a university celebration of being single to a global e-commerce phenomenon. Your impact on online sales, consumer behavior and marketing strategies continue to grow, making it a significant event in the global retail calendar
