1. STRATEGIES THAT
SELL
How Alibaba sales Hit $9.3 bn on 11/11
NYU Competitive Strategy Class Individual Presentation
Prof. Tariq Khan
Presented By Elsa (Ying) Wang
@elsamushroomgir yw1449@nyu.edu

2. AGENDA
BACKGROUND
SITUATION ANALYSIS
STRATEGY
RESULTS

3. BACKGROUND
What is Alibaba?
What happened on 11/11?

4. WHAT IS ALIBABA?
“It is a marketplace, search engine and bank, all in one.”

5. The Largest IPO ever
Raised $25 Billion

6. “I never thought the money I have belongs to me.
It belongs to society.”
-Jack Ma

7. MISSION
VISION
To make it easy to do business
anywhere
To build the future
infrastructure of commerce

8. 11/11
“Singles Day ” or
”Anti-Valentines Day ”
Online shopping festival

9. SITUATION ANALYSIS
SWOT
Persona

10. WEAKNESSES
Credibility
Service
Price
Alipay and Taobao’s support
STRENGTHS

11. PERSONA
Alice
24
Single
Teller @ Bank, moderate income
Active online, 1400+ followers @weibo
Busy, time crunch
Smart, price matching
Spent ¥30，000 online last year

12. STRATEGY
Social Media
Promotion

13. STRATEGY
BIGGEST Sale
Annually,
only ONE DAY
#Mydouble11 Fightting!

14. SOCIAL MEDIA BUZZ
“Is 11.11 really cheaper?”
“Reveal” the real sale
“What should we buy on
11/11?”
Recommendation lists went
viral
Mysterious Gifts

15. PROMOTION
First, dig holes in users’
pockets
Win bonus for filling Alipay
Accounts
someone won ¥100 bonus money after filling ¥300
“It’s stupid to put your money in your savings account. Even though
the chance to win the bonus is really small due to the large volume
of accounts, there is nothing to lose if you don’t win one. ”

16. PROMOTION
Hourly Sec-kill Product
Over 90% off
Samsung 4G memory card ¥1.9 = 30cents

17. OTHERS
Physical stores
embrace 11.11
Celebrities’ picked
Coupons

18. RESULTS

19. RESULTS
Sold $9.3 billion,
42.6% were payed by
mobile devices.
Broke two Guinness
World records
Most (1,894,867) mobile phones sold in
a single online platform in 24 hours
Highest online retail sales ($9.3 billion)
in 24 hours in a single company
Heavenly Cat
Money Cat

21. Thanks!
Feel free to ask me if you have any questions
about digital marketing, SEO/SEM, business in
China.
@elsamushroomgir yw1449@nyu.edu
www.linkedin.com/in/elsawangnyu/

22. REFERENCE
http://www.forbes.com/sites/ryanmac/2014/09/22/alibaba-claims-
title-for-largest-global-ipo-ever-with-extra-share-sales/
http://projects.wsj.com/alibaba/
http://tech.sina.com.cn/i/2014-11-11/03309778862.shtml
http://www.marketwatch.com/story/alibabas-singles-day-bigger-
than-black-friday-2014-11-10
http://www.zhihu.com/question/20573715/answer/20006203