congshuzishanglaikan，jinniandeshuangshiyiyijiufengkuang。
muqianyijinggongbudechengjikeyikandao，tianmaojiaoyiechao1000yiyuanyongshi1xiaoshi03fen59miao，jiaozhiqiansuoduan；jingdongzi11yue1rilingshizhi11yue11rilingshi，pingtaileijidexiadanedadao1313yiyuan；suningyigouzebiaoshi：“1fenzhong，suningjiadian3cpo10yi。”
jibiangejiaweilechengjidangenghaokan，douzai“huashu”zhongxiazulegongfu，danbukefouren，kanqilaiyijingjinru“pingjingqi”deshuangshiyi，yijiuredubujian。
huoxu，zugouderedu，shiweileyingjieyige“lunhui”。jinnianshishuangshiyidedi11nian，yeshishuangshiyidedizaozhezhangyongjierenmayunchengweialibabadongshijuzhuxidediyinian。
wuluncongnagejiaodulaikan，douyiyibufan。
kaishiyourenhuainianshuangshiyizuichudeyangzi。neiyiniandexiaoyaoziweile“shengcun”chuangzaolezheigejieri，yongjiandancubaodebanjiayouhuidaxiangletaobaoshangcheng（hougaimingtianmaoshangcheng）depinpaishengliang，congerdaidonglezhenggepingtaidexiaoliangpansheng，dianshangzhijiande“zaojiere”yezhengshiyuanyuci。
ershizhijinri，shuangshiyiyoushimeineimemingxianle，yuelaiyuefuzadeguizezaixiaomozheyonghudehaogandu，aoyeqianggouderenyuelaiyueshao，gedapingtaideyingzhibiaojijintianhuaban，guanyu“erxuanyi”dezhenglunyeyishijianshenxiaochenshang。
对于各大平台来说，愈发需要用数据之外的东西来赢得热度，比如晚会、比如直播、比如营销法则…… 回顾这11年，双十一面临的问题越来越多，从最初被外界误解，到成为一个全民狂欢的促销节日，再到为平台之间的混战提供了核心战场。
愈发让人不解的除了复杂的优惠规则，还有持续飙升的营销数字。
迎合“屌丝”文化的上海精英
有人说，如今的双十一，已经不仅仅是一个节日，更像是阿里的灵魂。 而张勇，就是10年前的那个一发入魂者。 他在去年的双十一十周年晚会上这样强调：“十年前我们是为了求生存，为了活下去，造了个‘双十一’，没想到一下子搞大了……”这种带点自谦又自豪的口吻被网友再次纳入“大佬金句库”，与马云的“悔创阿里”摆在了一起。 但事实上，张勇的话不无道理，2009年的第一个双十一之前，阿里的状况不太好。 与天气一样寒冷的，是彼时的资本市场和电商环境。这一年，阿里巴巴的B2B业务尚未从港交所完成私有化，刚刚上市一年股价即跌破4港元，市值跌超90%，马云从山里闭关三天出来之后，发了一封内部信，主题是“坚守过冬”。 当时被外界称为“阿里接班人”的2号老将孙彤宇启动了“大淘宝”战略，全情扑进了C2C业务。刚刚履职一年的张勇便接手了首次独立运营的B2C业务——淘宝商城，也就是现在的天猫商城。 双十一，无疑是张勇在阿里的成名之战。 没有预售、没有返券，只有简单粗暴的全场五折。这个据传广告预算只有一万元、仅有27家品牌商参加的促销活动，用“光棍节”的概念一下切中了彼时盛行的“屌丝文化”靶心，创造了5200万元的成交额。
houlaidezhangyongliaoqixuanzezheiyitiandezuoweihuodongshijiandeyuanyin，jinjinshiyundanfengqingdichengchuyuzuiposudemude：rangxiaofeizhejizhu“taobaoshangcheng”。“zheiyitianchuzaishiyiheshengdanjiezhijian，shiyigelixiangdecuxiaoshijiandian。”
danwushuhoujizhezaifupanshi，douhuirenweizhenzhengcuchengshuangshiyishouzhangaojiededian，zaiyu“guanggunjie”。zheigezuinengdaibiao“diaosiwenhua”degainian，cuchengleshuangshiyidechenggong。
“zaizheixieweimiaodeyujingli，xixinderenbunankanchuwenhuadechayi。yexuwomenkeyixiangxiang，neixiezicheng‘diaosi’derenyexugenbenbusuan‘gerennenglibuzu’deshibaizhe，tamenyexuhuodehenhao，shenzhihuodebiwomendouyaozirun。”
ziwojiangge，shi“diaosi”wuqi，budannengziwei，haifangbianjingong。
shanghaijingyingnanzhangyongshenancidao，dudonglediaosixintai，bingzaidiaosishenshangdachengshouzhangaojie。“dabufenjintiankanlaichenggongdesuoweicelvejuece，changchangbansuizheourandebeidongxuanze，zhibuguoshijuecezhe、zhixingzhedefenyongxiangqianbale。”
wulunshichuyuzhudongxuanzehaishibeidongxuanze，zheizhongziwojianggedeshouduanzongnengzaishangyehuanjingzhongdedaoyanzheng。
yongyoujingyingbiaoqiandeshanghaizuidongzheizhong“jiangge”dailaidejiazhi。congzhangyongdaohuangzheng，congtaobaodaopinduoduo，cong“jiangge”dao“xiachen”，wuyiliwaidechenggong。
jihukeyiduanding，“shuangshiyi”weitaobaoshangcheng（tianmao），shenzhishialibabadekuangbenmingxianglediyiqiang，suihoucaiyouleyingxiangzhenggehulianwangjingjidedianshangdachao。
质疑、误解，双十一的核心战场
danzhongsuozhouzhideshi，shuangshiyicongmomowuwendaowanzhongzhumu，lijiebushao。
zhei11nianzhong“baole”dechulexiaoliang，haiyoucangchu、wuliu，shangjiadedayinji，hebukanfuzhongdefuwuqi。
2010nian11yue11ri，shuangshiyidiernian，zhifubaotuanduishoucichengya，lingdiangangguoyewuliangjiupanshengzhipingshizuigaozhidesanbei，julidangtianhaiyou30miaojiuyaojieshushi，hexinzhangwuxitongjingbaoshengxiangqi，tuanduixijuxingdizaijulishujukubengkuijinyu4miaodeqingkuangxiawanjiuleshuangshiyidemingyun。
qianduanzhifubeibaozhule，quemeiyoubaozhuhouduancangchu。dangnianshuangshiyixiaoshouebaofazengzhangdebeihou，yinglaileguoneidianshangwuliushishangdediyicibaocang。
2011nian11yue11ri，duogeshangjiadepenmodayinjiyouyugongzuofuheguozhongchanshengziran。chucizhiwai，“ranbao”dehaiyoutianmaoyongyudapingmuzhiboshujudetouyingyi。
yiweiheishiyouyougu，shifenhongchubianchenghui。
guoduhuobaodejieguoshiyinglejiaoyiliang，queshulekoubei。shuangshiyidangtianxiadanniandicaidaohuo，maijiayuwuliuxianghutuixiezeren，pinpaifangyouyubeihuobuzujiangxianxiaqudaodehuoyuannahuixianshangxiaoshou，yanzhongyingxianggouwutiyan。
jiazhishenxiaochenshangde“xianshenghoujiang”dejiagetaolu、chanpinzhiliangcanchabuqi、yisijiahuo……zaiwaijiekanlai，tianmaozheichumingwei“shuangshiyi”derejujianjianbianwei“naoju”，beishouzhiyi。
duishouchencikexianqihunzhan，bishi，dangdang、weipinhui、fankechengpin、jumeiyoupin、jingdongshangcheng、guomei、suningdengjieshihunzhandezhulijun。congshuangshiyi，dao6·18、8·18，dianshangxingqizaojiere，gejiadoushitukaipizhuchangyingzhan。
2012nian，beichengweidianshangshishangzuicanliedejiagezhandaxiang。4yue，suningyigou、guomeiqixiakubawang、dangdangdengdianshangpingtaixianhoutuichuyouhuihuodong；618jingdongdianqingri，zhuduodianshangpingtaixuanzegenjin，shitujujijingdong；8yue，jingdongjituanchuangshirenliuqiangdongyiweibodemoshixuanbuzaidajiadianlingyuxiangguomeisuningxuanzhan，guomeisuningsuijiyingzhan，biaoshijiagezhihuibijingdonggengdi，zheibeichengweidianshangshishangde815zhizhan。jingciyiyi，dianshangxinwanjiasuningyigouliuliangzhangfuda706%，guomeizhangfudadaole463%，erjingdongyeyou132%degaozhangfu。
从那一年开始，双十一成为了各大电商平台“秀肌肉”的主战场。
数字不断被刷新，营销口号直戳对方命门，为了维护战果，天猫甚至注册了“双十一”商标，一时间各家陷入营销口径的混乱之中。
2015nian11yue11rilingdian12fen28miao，tianmaoshangchengchengjiaoeyijingchaoguo100yi。ercishicike，dabufenrenshenzhihaimeiyoushuachugouwucheyemian，beihoutaiyiju“aiyouwei，beijibaola”detishixinxisuotiaoxin。
xiangbi2010niande“bao”，zheiyiniande“bao”duoleyisiyingxiaocengmiande“zuoxiu”weidao。
2017nian，jingdongshoucigongbushuangshiyijiaoyie——1000yiyuan。
2018nian，heimapinduoduodenglunasidake，shangshihoushoufencaibaoxianshi2qyingshoutongbizengzhang2489%。
rujinfankeyisi，jumeiyoupingujiabaodie，weipinhuigangaxiachen，dangdangshituyikaolaobanhelaobanniangzhijiandesibidazhanerzhonghuidazhongshiye，shiliqiangjingdejingdongyinliuqiangdong“xingqinmen”yuanqidashang，fandaoshichenglibujiudepinduoduoshizhixunsuchaoguojingdong，weiliedisi。
双十一，抑或说各类促销节开始进入“猫拼狗”时代。
erxinshidaideduikanggengbuque“jingcai”，suizheweirao“erxuanyi”de“dongmaoan”yuyanyulie，jinnian9yue26ri，weipinhui、pinduoduoyouzaitongyirixiangbeijinggaoyuandijiaoshenqing，qingqiuyiwuduliqingqiuquandisanrenshenfenjiarususong。
yishijian，hunzhanzaiqi。
“高数”营销法则之后，电商走向十字路口
danbukefourendeshi，tianmaojirouyoucun。congdiyinian，daodishinian，qianzhedeshuangshiyijiaoyiefanle2321bei。
gaozengzhangshihaowuyiwende，dansuizheshuangshiyizoudaodi11geniantou，tianmao，yihuoshuozhenggealifangfobeijiashangleyiliangfeichidemache，chulekuangbenhebeishuaixiachechedidiaodui，sihuzhaobudaoyigerangrenshushidezhongjianzhi。
jieriyidanchengweiwanzhongzhumudechuantong，bianhennanlengquexialai。suoyijibianalihennanzaizheigejierizhongzhaodaoyigexinde、lingrenxingfendeliangdian，hennanzaiweiyonghutigonggengxinying、gengshihuidecuxiaofangshi，yeyaojixujiangzuidadexuanchuanshengliangrangdujizheige“jieri”。
因为和销售额一同飙升的，还有用户的期待值
cong0.52yiyuan，dao33.6yiyuan、350yiyuan，zaidaoquniande2135yiyuan，shuziyidanbiaoshengjiurongbudexiajiang。
neiyouliuliang、gmvdetianhuaban，waiyoujingdong、pinduoduo、suningdengyoushangqunlanghuansi，alibudebujianjianzhengshizheifenriyituxiandeweijigan。bansuijiaoyiezhunianpanshengde，shizengzhanglvdewenbuxiahua，cong2016niankaishijiupitaijinxian，zengzhanglvcongqianyiniande59.7%ruijianzhi32.3%，2017nianzheixiangshuzixiaofuhuishengzhi39.4%。
yushi，zaiquniandeshuangshiyizhanbaozhong，alibudebuduishujudetongjifangshizuochudiaozheng。
2135yiyuandegmvbeihou，shixianshanghexianxia、haiwaiyudixianshichangdequanpanbingru，chuletianmao、taobao、feizhu、koubei、sumaitongdeng，alihaishoucijiangqixiadongnanyazuidazaixiangouwupingtailazadadechengjiaoebingruqizhong。
eryishidaobeishuzi“bangjia”demayunyeyizaiqiangdiao：“shuangshiyibuzaishiyigexiaoshoushuzi，xiwangnenggoutongguoshuangshiyituidongquanzhongguogegexingyedejinbu。”
meitishenzhizaijinniandacurilailinzhiqian，jiutiqiandashangle“benjieshuangshiyi，wangdiaogmv”debiaoti，shitujinyiburuohuashuzizaizheiyitiandangzhongdezhongyaoxing。
gaixieshuzibeihoudegushi，keyiwendingtouzirenheyeneirendezhiyi，danxiangjiaozhixiagengnanwendingde，shiyonghuduiyushuangshiyideqidai。
bulunzheifenqidaiguogaohaishiguodi，duiyualilaishuodoubushiyijianrongyideshiqing。
shishishangsuizheshuangshiyidepinpaixiaoyingbuduankuoda，guoneidiyicuxiaorixuyaochengdandeyaliyebuxiao，hendayibufenyonghudexiaofeixiguankaishigaibian，“dunhuo”qudailerichangxiaofei。
“weishengzhi、weishengjin、neiyidengrichangxiaohaopindouhuifangzaishuangshiyizheiyitianlaidun，yiniandunyici，yiciguanyinian。”
yixishengxiaofeipinciweidaijiadecuxiao，xianranbushitianmaodengdianshangpingtailejiande。
yushi，zhinengyongyuelaiyuefanzadeguizezhanjuyonghudeshijianchengben，tishengyouhuimenjian。zheiyeshiweishenmeshuangshiyizhunianbeitucaoguizesi“gaoshu”，danyiranyuelaiyuefuzadeyuanyin。
zhizhijinnianyufafuzadegaidalou、jimiaobidengzhulimoshi，rangyonghuchanshenglegengdadebujiehebuman，yushou、dingjin、gouwuquan、jintie、miaosha、hongbao、manjian、miandan…… “yiduncaozuomengruhu，zuihoushengleliangmaowu。”yonghujiaokubudie。
“yiqianwanfayouyuzhi，zhulidaoduoshaojiujieshule，fengxianxiao、jinglixiaohaoshao。zheicibutongle，beizhulicishuwuxianzhi，zhuliquezhineng6ci，yaoxiangying，6ciyuanyuanbugou。zenmeban？chazhijiushiyaomeshualaipianzhu，yaomejiuquwajuexinyonghuqianligu。erqienihaibunengting，yinweisuishiyoukenengbeifanpan，yushirenrendoushahongyan。” zheitiaobeizhihudingshangrebangqianshidehuida，yidingchengdushangfanyingleyonghuduiyucicijiduanfuzawanfadewunai。 “wojiuxiangzhidaoweishenmeyidingyaonongzheimeduoluanqibazaodeguize，xiangzuichuneiyangzhijiedazhebuhaoma？” dangranbuhao，yinweishuangshiyizoudaodishiyigeniantou，qixuyaochengdandezuoyongzaojiuhediyinianbutongle。 guanfangqiaqiaxuyaoyongjiageqishilaishaixuanyonghu，rangyouqiandepenggeqianchang，meiqiandepenggeren（liuliang）chang，suoyouyonghuyiwangdajin。 dangliuliangkongjianpanshengzhitianhuaban，pingtaiwuxinkela，baoliuyidianyonghude“wujie”he“bujie”，laiwajuecunliangyonghudexiaofeizheshengyu，huoxucaishishuyudianshangpingtaidezhengjie。 shuangshiyizouxiangdi11nian，zhengruyigexiangzhengqibenmingde“lunhui”zhongxinkaiqi，jiaoyie、yuehuoliangqueshizaiwukongjiandeyipansheng，wulunpingtaishifouxuanzetuchuzheibufenshuju，shuangshiyijinruxiabanchang，doubuzaijinjinzhiyushuju。
laiyuan：lanmeihui | zuozhe：hanxiaohuang
