搬来冯小刚,阿里巴巴启动2015“双11·全球狂欢节”

搬来冯小刚,阿里巴巴启动2015“双11·全球狂欢节”

Introduction

In 2015, Chinese movie director Feng Xiaogang became a major celebrity endorser for Alibaba's Double 11 Global Shopping Festival, also known as Singles' Day. The festival was first launched in 2009 as an online shopping event for singles, but has since grown into the world's largest online shopping extravaganza. In this article, we will explore how the addition of Feng Xiaogang helped to drive the success of the 2015 festival.

The Role of Feng Xiaogang

As a well-known director in China, Feng Xiaogang was a perfect fit to help promote the Double 11 festival. His endorsement helped to raise the profile of the festival and attract a wider audience, particularly among older consumers who may not have previously participated in the event. Feng also played a key role in creating promotional content for the festival, including a catchy music video that featured a cast of famous Chinese celebrities.

The Results

The 2015 Double 11 festival was a massive success, generating a record-breaking RMB 91.2 billion (US$13.8 billion) in sales within 24 hours. This represented a year-on-year increase of 60%, making it the biggest shopping day in history. A total of 1.7 billion orders were placed on Alibaba's various platforms, and over 40% of those orders were placed through mobile devices. In addition to the record-breaking sales figures, Alibaba also set a new Guinness World Record for the most payment transactions processed online in a single day.

Conclusion

The addition of Feng Xiaogang as a celebrity endorser was a major factor in the success of the 2015 Double 11 Global Shopping Festival. His endorsement helped to attract a wider audience and raise the profile of the event, resulting in record-breaking sales figures that continue to be surpassed each year. With the festival now expanding into global markets, it is clear that Alibaba's Double 11 has become one of the biggest shopping events in the world and a major driver of economic growth for both Chinese and international businesses.

YearSales RevenueYoY Growth
2015RMB 91.2 billion60%
2016RMB 120.7 billion32%
2017RMB 168.2 billion39%
2018RMB 213.5 billion27%
2019RMB 268.4 billion26%

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