November, the bargain month of the 11.11 festival on Cyber ​​Monday

November, the bargain month of the 11.11 festival on Cyber ​​Monday

From « Double 11 » to Cyber ​​Monday, only business in November

11.11, Black Friday and « Cyber ​​Monday » are the 3 important days in the world for making good deals.

« DOUBLE 11 » OR SINGLE DAY

The « Double 11 »

The “Double 11” or “Singles’Day (Singles Day) in China has become the world’s largest e-commerce event.

Born in 1993 at the University of Nanjing (RPC), it results from a discussion of 4 single male students wishing to find an alternative to Valentine’s Day. They decide to organize a singles party with games and activities. Having been a great success, the evening has been repeated since, every year in all the universities. The event has become the most popular in contemporary Chinese culture and society. The date of 11.11 was chosen because it consists of 4 times the number 1.

« Singles Day » is also an opportunity to make a request for young engaged couples. It is also a day to treat yourself and your loved ones by giving gifts.

E-commerce and the « Double 11 »

Singles are the most likely to spend, merchants and e-commerce giants came up with the idea of ​​offering significant discounts, up to 95%, during this day. This is why sites like Alibaba or AliExpress achieve their largest number across the world on that day.

Little by little, major international brands joined this essential event; After Japan and Thailand, the United States participated in the event in 2013 with Amazon. They then created their own event, the « Prime Day ».
In Europe, just like « Black Friday », « Single Day » has crossed borders. In France, it was not until 2017 that the country popularized this day, until then reserved for insiders. The following year, it was the creation of « French Days » following the success of Cyber ​​Week (Black Friday- Cyber Monday).

AliExpress shopping

By organizing its first show outside of China, AliExpress wanted to target 25-34 year olds. The other goal was to deploy a strategy of local player, compared to its competitors Amazone and Cdiscount which dominate the market.
We could also discover 4 spaces with the image of 4 different profiles: The « Yoggies » for the followers of the well-being; the Fashionistas; Entrepreneurs and « Ecolo friendly ». Everything has been done to make AliExpress a « Love brand ».

Tony Wang, Director France and Italy, at the origin of the first Alibaba store in Madrid in 2019, wants to make the brand a « Love Brand ». « No product is for sale on the spot, a huge space linked to the fun. The products are for sale on the site ». He also indicated that he wanted faster delivery times and that other events would take place in France. All this will make the brand more « trendy » among young people. A permanent store is said to be under study.

This whole strategy would allow the Chinese giant to detach itself from its country of origin which is currently putting pressure on it. However, for this 13th edition, AliExpress broke a new sales record for the « Double 11, ie 74 billion euros.

AliExpress Night

AliExpress organized a huge show at the Porte de Versailles, for its biggest promotion of the year. On the program of renowned artists like Bob Sinclar or Ofenbach, DJ’s well known from the Parisian scene such as Mézigue or Mad Rey, rapper Soso Maness was also present, as was Macadam Crocodile Mara & Andy 4000 or Vladimir Cauchemar.
Influencers offered immersive experiences and signed scenographies.

Participants were able to register for various workshops (Tatoo, Graffiti Wall, arcade terminals or TikTok booth, etc.). In addition, the Chinese e-commerce site distributed to the winners of a competition very beautiful prizes: 2 electric cars, 8 gift vouchers worth 5,000 euros or 8 City tuours in Rome for 2 people.

All these surprises make you want to see the next events on the AliExpress site.

BLACK FRIDAY & BLACK WEEK

« Black Friday »

« Black Friday » is a commercial event born in the United States. It takes place on the last Friday of November, usually the day after Thanksgiving. It is from this date that the shopping period begins for the holiday season. This period of exceptional promotions takes place before Christmas. For « Black Friday », stores launch huge promotions, this which can lead to crushes or even fights to obtain the coveted object.

« Black Week »

« Black Week » begins on the Monday preceding « Black Friday » and ends with « Cyber ​​Monday ». This week-long event peaks on Friday.

Where does « Black Friday » come from?

We give several explanations in the name of « Black Friday »:

• In 1951, the newspapers speak for the first time of « Black Friday », explaining the state of mind of the bosses vis-a-vis the sick leaves « of their employees in order to make the 3-day bridge (Thanksgiving falling on the 4th Thursday of November and Black Friday the next day.)
• In 1961, « Black Friday » designates the state of congested roads to visit Santa Claus. (It is said that he arrives in shops or Malls on that day).
  -A third explanation would relate to the account books of traders who turn from red to black, following strong promotions.

In the United States, spending for « Black Friday » far outstrips those for sales or other promotional periods.

Cyber ​​Monday

« Cyber ​​Monday » takes place the Monday following « Black Friday » It is a day of monster sales on internet sites. In 2021, it falls on November 29.

In the United States, « Black Friday » is still in the tradition of in-store sales. « Cyber ​​Monday explains the need for traders to connect with the younger generation by using the internet and the telephone for shopping. However, for « Cyber ​​Monday » reductions, only e-commerce players can practice them, unlike « Black Friday ».

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