Double 11 shopping carnival is held in 11th November every year. This is an Internet promotion activity began from Taobao (a Chinese online shopping website similar to eBay, Amazon) in 11.11.2009. On that day, all the online shops in Taobao will have good discounts. There is news shows that from 01.11, there are nearly 20 million enthusiastic consumers collecting and adding the goods they want to buy to the shopping cart, then they wait for 11.11to refresh the payment. Also, before 11.11, Taobao and its online sellers will prepare red packets for the customer, but the packets have limited quantities and will be given at a certain time, hence the customers must wait for the time and act quickly. It is really interesting and exciting.

11.11 we call it Singles' Day or Guanggun Jie in China, is an entertaining festival widespread among young Chinese people to celebrate the fact that they are proud of being single. The date, November 11th, is chosen because the number "1" resembles an individual that is alone. This festival has become the largest online shopping day in the world with sales in Alibaba's sites Tmall and Taobao at US$5.8 billion in 2013, US$9.3 billion in 2014, US$14.3 billion in 2015 and over US$17.8 billion in 2016.

In recent years, double 11 has become China's e-commerce industry's annual event, and gradually affect the international e-commerce industry.