Ma Yun created this festival in double 11 mainly because he wanted to carry out marketing, which could create more income for him and at the same time spread the reputation of Taobao.

1. Brand creation

We all know that brand effect is the most important thing in society now, and brand effect can bring more consumers and enthusiasm to a product. The same is true for e-commerce. At first, Taobao was not hot, and there were not many people shopping on Taobao. Later, Ma Yun came up with the idea to make this festival in double 11, and many goods were discounted at the festival in double 11, so that many people would be willing to pay attention to the things on Taobao, and the sales of Taobao were much larger than in the past few months. In this case, more people will have heard of Taobao, which is a brand effect. There are many elderly people who don't use Taobao originally, but when they hear about the above discounts and this festival, they will want to know. He is also a sister and will bring sales and sales to Taobao. Therefore, this is a brand creation, which is an alternative brand, not a physical one. What he brings to Taobao is reputation and prestige.

2, profit creation

The sales volume of Taobao in double 11 is unprecedented, and his sales volume on this day can even be equal to his sales volume for half a year, because there are many discounts on this day, and many people have psychological reasons for saving. They are willing to buy things on Taobao in double 11, and even some girls are willing to hoard products to be used in the second half of the year in double 11.

To sum up, it is mainly because it is beneficial to double 11.