1111

1111. Or the 11th of November. It is the national "Singles Day" in China - 1111 represents four single persons, together. And it is a massive marketing day. In this day, Alibaba (the largest e.commerce company in the world) does huge single day promotions, smashing the online daily sales record year after year (in 2014, after 15h, they had already sold €5 Billions).

1111 was actually instituted by Alibaba. And is a great example of how to generate a strong marketing event, out of nowhere - creating a national movement deeply rooted in an insight (singles also want to feel appreciated as valentines do in... well, Valentines) that becomes part of the country's culture and that generates increased revenue to the retailer. A bit like... well, Valentines, or Mothers' Day. 

The one challenge for Alibaba going forward on this is how will it make sure that it will own going forward. Because, after creating and promotiong it, this day becomes part of the culture - and hence, it will belong to the people and be open to other retailers' appropriation. It will be interesting to see "Singles Day" developing over the next few years.