光棍与电商的联欢——网络上的“造节”营销

The celebration together with Bachelor and e-business——marketing by creating Festival day on network

2012年的11月11日，淘宝卖火了!天猫卖疯了!一分钟内，支付宝完成19．2万笔交易，平均每秒钟成交3200笔生意!而当天的交易额高达到191亿元，等于全国13亿人平均每人都在阿里巴巴的电子商务网上消费14．69元!

On November 11,2012,Tao Bao selled fire! Tmall selled crazy! In a minute,Alipay completed 192,000 deals,equal to 3,200 deals per second! And the turnover reached 19.1 billion yuan,equal to every people of the country's 1.3 billion population consuming 14.69 yuan in Alibaba's e-commerce! That day,Tao Bao and Tmall's volume sales is more than half of 360buy's sales in 2011,and also greatly surpasses United States' 'network Monday'in 2011 in which America Online's sales hit $1.251 billion,the highest day among the year,only because this day is on November 11:the Singles' Day!This Singles' Day or Bachelors' day was initially celebrated at various universities in Nanjing during the 1990s,and originated from Nanjing University in 1993.It got the name Singles Day because the date consists of four 'ones'.The Singles' Day has been largely popularized in the internet era and is now a special day for all fashionable youths.At first,Singles' Day is to party with your single friends.'Blind date' parties are also popular during this day in an attempt to bid goodbye to their single lives.By the end of 2011,the number of China's bachelordom had reached 180 million.Jack Ma,the chairman of alibaba,found a huge commercial opportunity of this day,so he decided by means of celebrating ' Singles' Day ' in November 11 to create a 'shopping carnival day'.