11/11 — Singles' Day (
光棍节) — was reframed in 2009 by Alibaba founder
马云 (Jack Ma) into a single-day e-commerce festival on Tmall. By 2021 it cleared ¥540 billion in 24 hours and became the world's largest shopping event, dwarfing Black Friday.
双11购物 is the umbrella activity: pre-sale deposits, midnight flash buys, livestream coupon hunts.