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Origin of "Double Eleven"
Due to the development of the Internet, e-commerce has gradually become popular all over the world including China."Double Eleven" is the November 11th of each year, because the Arabic numerals in the date are shaped like four smooth sticks, which are special and are called Singles Day in Chinese. Before 2009, single men and women will receive a lot of lollipop festivals on this day, but now the major e-commerce Tmall, Jingdong, Vipshop, Amazon, use this festival to carry out some large-scale discount promotions to increase sales. Now this day became a shopping carnival and any ages of people will go shopping online for their favorite items.

Description
Double Eleven is an entertaining festival that is popular among young people to celebrate that they are still singles. On November 11th, Double Eleven, from the date of this day, there are four Arabic numerals "1" shaped like four smooth sticks. Double Eleven is born on the campus and spread through the Internet and other media, gradually forming a singles culture. Nowadays, more and more people are getting married on Double Eleven. At the same time, it is also a period of discounts for major businesses of many shopping malls.

Registration of the “Double Eleven” as a trademark
On November 1st, 2011, Alibaba Group Holdings Co., Ltd. filed an application for registration of the “Double Eleven” trademark with the National Trademark Office. It was adopted on December 28, 2012 and obtained the exclusive right to use the trademark. In 2014 at the end of October, Alibaba issued a notice stating that Alibaba Group has obtained the registered trademark of “Double Eleven”. Since then, Alibaba has announced that Tmall has exclusive rights to the “Double Eleven” trademark and is protected by law if other businesses use this trademark without the authorization of the Alibaba Group, it is considered an infringement and will be subject to legal sanctions.

Relevant figures
From 2009 to 2019, “Double Eleven” has developed for 10 years. On November 11th of each year, the sales of Tmall Mall increased year by year. The initial sales in 2009 was 0.5 billion yuan, and in 2010 it increased to 936 million yuan; 2011 Tmall Mall double eleven sales reached 3.36 billion yuan, in 2012, double eleven total sales rose to 19.1 billion yuan, of which Tmall Mall transaction volume was 13.2 billion yuan. On November 11, 2013, the data shows that the transaction amount has exceeded 100 million yuan in the morning at 55 seconds. At the end of the day, the transaction amount was 35 billion yuan. In 2015, Tmall Mall set a new high, with more than 40,000 global merchants leading more than 30,000 brands of 600 million items, and constantly refreshing records. Within 1 minute 12 seconds, 2015 Tmall double 11 transaction amount exceeded 1 billion. The turnover of it shows a trend of decreasing recently as the economy development of China has entered the age of new normal.

Advantage Analysis
(1) Promotional means is diversified with pre-sale coupons, group purchases, pre-orders, red envelopes, cash back, 50% off the whole, gifts, membership sweepstakes, free mail, discounts, etc.

(2) Large scale of advertisements: The “Double Eleven” online shopping festival has spared no effort in propaganda in the form of TV, internet, plane, outdoor, on-site special exhibition, Weibo promotion, TV commercial, bus booth advertisement, and major shopping navigation websites for more than a month.

(3) Strong entertainment: "Double Eleven" is more and more like a holiday, and even some people suggested that November 11th be set as the World Online Shopping Day. Many people choose this day as their money decreasing day means it gives their a reason to feel free when they spend money.

Disadvantages Analysis
(1) There are few new products sold on this day, and most of the warehouse goods are sold: one is the old products in stock; the other is the new products that are sold and re-produced in the past.

(2) False promotion: Some commodities have a high price and a price increase before the day. Merchants raise prices and then discounts, and even the discounted prices of goods are higher than the original price. False advertising also exists. At the "3·15" party of CCTV in 2013, the number of complaints about online shopping ranked first in the consumption field with selling counterfeit and shoddy products.

(3) Logistics and distribution: Express explosion leads to slow delivery network and complaints ranked first in the consumer field. Many banks' online banking on the day was slow.

(4) Someone views the “Double Eleven” in the context of traditional culture and the e-commerce shopping feasts celebrated by millions of Chinese e-shoppers are argued as a challenge to the traditional culture of China.

(5) After-sales service: After-sales service is the biggest weakness of “Double Eleven”. It can bring huge profits to the merchants, but it is difficult to bring a complete carnival experience to consumers after perfect after-sales service.

Strategic Opportunity for the Development of "Double Eleven"
The government leads to a tolerant environment of e-commerce. The centralized government system plays a key role in the rapid promotion of e-commerce, and shoulders the heavy responsibility for development of the e-commerce industry and the creation of a good environment. It is necessary to make and carry out relevant standards, regulations and laws for online shopping, and to pass legislation on the e-commerce market entry threshold, virtual commodity regulation transactions, transaction safety, consumer rights security, and network dispute jurisdiction, etc to set up standards for the development of e-commerce. Consumer factors are also key. On the day of “Double Eleven”, consumers are supposed to buy in a reasonable manner. They should try to choose qualified and high reputation. The e-commerce website with a lot of praise or a business that is familiar to customers is much more reliable to customers. At the same time, pay attention to save the chat records. In case of disputes, one should promptly defend the rights. E-commerce factors also influence the development of Double Day. E-commerce enterprises must make continuous innovation and adapt to the times, and make overall changes in a lot of systems.

To sum up, during the “Double Eleven” period, various online platforms and offline merchants carried out a series of cost-making activities and festival discount to drive buyers’ motivation to consume and as a result, consumers are also in the “Double Eleven” period go shopping online and offline in a crazy manner due to the impact of promotions.

Economy influence
First, the amount of volume of trade(168.2 billion yuan) in 24 hours is a reflection of the rapid development of China's economy and society over the past 40 years. It also pays tribute to China's 40 years of reform and opening up in a symbolic and ceremonial manner. For any consumptive desires, support for consumption power is needed. In the past 40 years, China’s GDP per capita has increased from 200 US dollars to more than 8,000 US dollars, which is the important economic foundation of “Double Eleven”.

Second, “Double Eleven” reflects the rise of consumers' right to speak, and consumers have begun to participate in the process of defining and reshaping a better life in some degree. Consumers use mobile phones, credit cards, and Alipay to vote to define their understanding of the quality of life. Selective consumption as the initiator will make a request on the supply side. The new retail itself does not simply connect the supply and demand, but from the consumer demand, using large data, artificial intelligence and other technical means to reshape the industrial chain. How to resolve the contradiction between the people’s growing need for a better life and the uneven development? Consumers' personalized needs on the retail side are a starting point.

Third, the consumption power embodied in “Double Eleven” is of great significance to the future of the Chinese economy. In the past 40 years, China’s economic growth has mainly been driven by investment. In recent years, the driving role of consumption in the Chinese economy has surpassed the traditional two major driving forces of investment and export. "Double Eleven" broke out a huge consumption power in one day, tested the technical limits of Alibaba, and tested the limits of the operating capacity of the retail system. Changes in the retail terminal will force the integration of the supply chain and the enhancement of efficiency. The transition from traditional extensive growth to efficiency-driven growth is especially important for the future of the Chinese economy.

Precautions
From the perspective of the “Double Eleven” promotion activities of major online shopping platforms in recent years, some network operators are suspected of price fraud, false publicity, counterfeiting, unfair competition and other violations. Therefore, some consumers gradually see their tricks, and thus tend to rational shopping.

Beware of scammers pretending to be sellers

When many consumers are crazy shopping in the "double eleven", the scammers are also gearing up. According to the previous online shopping scam, the police propose the most easy part of segments: once the online shopping abnormality happens and needs to be re-paid or refunded, the online store is abnormally unable to pay, etc., do not trust the so-called customer service, and can not directly make remittance according to the other party's request. Be sure to check it out on the official website.

Online shopping watch out for "false delivery"

At the peak period of 'Double Eleven' online shopping, due to large orders, logistics overload, etc., the merchants deliver goods beyond the promised time, and even provide false delivery information, the case of consumers who refused to apply for a return occurred. When you purchase online, you can keep important chat records, shopping documents and order information, which is beneficial to active rights protection. Refund may be a routine When you encounter “ordering changing”, “ordering blocking” and “refund”, you must be vigilant. Don’t believe that the scammer uses this as an excuse to ask you for the bank card number and verification code for refund.

Payment link should be cautious

Be sure to use a formal payment method to make payments, and do not open a payment link that is unclear.

Be wary of winning a prize, red packet fraud

In Double eleven shopping carnival, a variety of fun, exciting red packets have come, all the scammers also released a large number of virus red packets, fake red envelopes and fake winning information to cheat everyone. Remember not to call the phone number provided by the winning information and the link address of the website.

False oversea online shopping should be careful

Cross-border logistics information and shopping receipts can be counterfeited. Consumers should be wary of the texts of Japanese and American sources indicated on the website. It is recommended to go to the formal website to make purchases. Don't feel free to believe in some popular shopping links.

"Cash on delivery" "free delivery" hidden scam

Some scammers tell you that the goods are free, but you need to pay tens of dollars in postage. Although the items on the picture look good, when you receive the goods, you will find that it is worth a few dollars. Don't believe that things will happen in the sky, you must refuse.

Do not trust friend who let you pay

Liars will pretend to be your friends and family using some instant messenger tools, write “I hope you can help pay for it”. After the goods is paid, you will be in the blacklist.