The background of the first Double Eleven was that Taobao Mall resumed its independent operation in August 2009, and Zhang Yong, then CFO of Taobao, took over. In order to enhance the popularity and influence of Taobao Mall, the team decided to hold a large-scale preferential promotion on the special date of165438+1October 1 1 to attract consumers with the slogan of "50% off the whole venue, nationwide postage".

The significance of the first Double Eleven is to create a new marketing model and consumption phenomenon of China e-commerce, and also lay a solid foundation for the development of Taobao Mall. Since then, Double Eleven has become an annual online shopping carnival, which has also affected the global retail industry.