In 2009, the first "Double 11" was held by Zhang Yong. At that time, it was still called Taobao Mall. The concept of Singles' Day was not yet popular. The original idea of ​​"Double 11" was to "let consumers have a good time once a year." November was chosen because the seasons change quickly. The south enters late autumn and the north enters winter. People need to buy more things, and they need to change their clothes and quilts to thicker ones. October has the National Day Golden Week and December has Christmas. So November 11 was chosen, a day that is easy to remember.