Alibaba CEO Zhang Yong First Talk About Double Eleven Behind

In November, I could not find a holiday in China. Then people told me that there was a singles day. This is the first time I heard of singles day. But in November 11th, there are four in Chinese. It's very good to remember that it is the advantage. This is the origin of the double ten.

The following is a record of Zhang Yong's dialogue with business representatives:

Question: I want to ask double eleven. I hope you can bring me back to a few years ago. Why do you think of double eleven? What problems do you want to solve and what problems do you see?

Zhang Yong: the reason for starting double eleven is very simple. At that time, I was the president of Tmall, and the reason why I created double eleven is to promote the brand of Tmall.

In 2009, Tmall's business was still a new business in the Alibaba family. Taobao as a C2C platform was widely known in China at that time. I saw the black Friday of the United States, and I and the team said, why not start our own "black Friday", I remember that the United States did not have "network Monday" at that time.

Why do we choose November? There is an analysis behind this. My team went back to research and said, Daniel, we want to put this consumption festival in the fourth quarter, because November is the best window period.

Because the fourth quarter is always the golden period of retail sales. In the fourth quarter of China, we had the National Day holiday in early October. This is the peak period of shopping. The second peak is the Christmas shopping season. What is very surprising is that we have a window in November, and in November it is the season that changes drastically. From late autumn to early winter, people need to buy a lot of things to prepare for the winter. This is a great opportunity for us to make a big promotion.

I said to the team, pick a good date for us. Find a holiday, because the festival is very good. Unfortunately, we can not find a holiday in China in November. Then people tell me that there is a singles day. This is my first time to hear "singles day". But in November 11th, there are four in Chinese, which is very good to remember, is the advantage, this is the origin of the double ten.

We are very pleased to see that six years later, this festival has become a "consumption Festival" in China and has spread to the whole world.

Last year, we made the first "global double eleven". Many people know that our double eleven sales reached US $9 billion 300 million last year, but few people know that consumers from 217 countries are shopping on our platform that day. We are glad to see that.

Last year, we also created a new record. In the first eleven seconds of double 80 thousand opening, 80 thousand orders were generated, which brought great pressure to our background system. Fortunately, we resisted the challenge. This is also a solid foundation for us to develop and operate cloud computing business, not only to provide services for businesses on the platform, but also to provide services for the third party customers.

Put questions to:

Zhang Yong: the mission of Alibaba has never changed.

That is "let the world have no difficulty in doing business", which includes small and medium-sized enterprises and large enterprises. Today, especially on our B2C platform, many international brands become our partners to do business on our platform.

Today, we also have a new platform, Tmall international, as I have just introduced, to help those enterprises that have not yet been able to enter China to reach Chinese consumers. There are also some enterprises that have already developed in China, but some of their brands and product lines have not yet entered China. Through this way, we can expand our chances to enter the Chinese market.

On the other hand, we are building our own marketing platform driven by data.

For brands, the most important thing is not just sales, but also marketing. It is the ability to acquire new users and manage existing users. What we want to do is to establish a broad advertising alliance to help our partners not only in our electronic business platform, but also be able to acquire new users across the platform and retain old customers.

It's pparent. Data should flow and overflow in all the pipes. What we can do is to create value for partners with data and data.

Question: as we all know, Alibaba is an electricity supplier company. You are very good to introduce to us that Alibaba is not only that. We are still a data driven marketing platform. The bread contains marketing and content. Many of you here are market leaders and content areas. What do you think of the content production on your platform?

Zhang Yong: content and channels should be balanced.

Over the past 16 years, Alibaba has focused on physical goods, and now we are starting to focus on new areas, digital goods.

This is why we invested in a Hongkong listed film company half a year ago. We are also working in the US and big movie companies to bring quality content back to China.

We have a very interesting product. Before the film production, we told consumers on the retail platform that you could be the investor of this new movie. We will do a similar service to the public. Consumers can become the co investor of the movie only by spending $50.

You can imagine that in this way, we created word of mouth and people will show off at the table. When the movie is shown, people will take their family and friends to the movies, which will create a lot of box office.

This is our model. We hope to create new models to change the distribution and content production of films.

Question: you are very successful in China, but your goal is to extend your platform to the whole world, including North America.

Globalization is our core strategy. Ma Yun, chairman of the Alibaba, visited the United States at the beginning of the month. He clearly put forward our globalization strategy: helping us enterprises sell to China. If you look at the situation in China today, we are witnessing a growing middle class. Today the number of middle class in China is equal to that of the US population, and the population of the middle class will double in five years.

Today, the new generation of consumers, they are no longer just looking for cheap goods, they are looking for high quality products from the world.

This is a great opportunity for a global supplier, but it is very difficult to establish the offline channels across China. So we hope to use our users to sell our businesses to China through our platform.

Second, we are helping Chinese SMEs sell to the world. China is a very famous manufacturing base. We can help Chinese SMEs sell goods to all countries in the world, that is, in last year's double eleven, we have 217 countries' consumers to spend on our platform, this is just the beginning.

The ultimate goal of our globalization is to create a truly global platform for global consumers and businesses to buy and sell globally.