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Promoting without hurting supply chain performance : a case study of 11.11 Shopping Day in China / Lifang Wu, Haihao Jin.

By: Contributor(s): Material type: TextSeries: Publisher: London : NeilsonJournals Publishing, 2014Description: 1 online resourceContent type:
  • text
Media type:
  • computer
Carrier type:
  • online resource
ISBN:
  • 9781526455956 (ebook) :
Subject(s): DDC classification:
  • 381.1420951 23
Online resources: Alibaba, the e-commerce giant in China, launched the annual 11/11 shopping day with deep discounts to energize the otherwise slow selling season in November 2009. It had ever since gained fanatic popularity in China. Alibaba logged {dollar}5.78 billion of online transactions on a single day of 11/11/2013 which represented 700 times growth over 2009. This case presents the 11/11 shopping day story as well as the developments of the e-commerce industry in China, highlighting the marketing success and operational inefficiencies associated with the huge promotion event.
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Originally published in Wu, L., & Jin, H. (2014). Promoting without hurting supply chain performance: A case study of 11.11 shopping day in China. Operations Management Education Review 8(1), 5-30. OMER8-0CS1.

Alibaba, the e-commerce giant in China, launched the annual 11/11 shopping day with deep discounts to energize the otherwise slow selling season in November 2009. It had ever since gained fanatic popularity in China. Alibaba logged {dollar}5.78 billion of online transactions on a single day of 11/11/2013 which represented 700 times growth over 2009. This case presents the 11/11 shopping day story as well as the developments of the e-commerce industry in China, highlighting the marketing success and operational inefficiencies associated with the huge promotion event.

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