Double Eleven, also known as the Shopping Carnival, was an annual online promotional event held every November 11th.
In just a few years, it had evolved from a niche self-indulgent event into an annual carnival, breaking its own records year after year. Just when people thought e-commerce transaction volumes had reached their peak for the current year, the next year would always bring another miracle.
The brightest star of this year's Double Eleven was undoubtedly Unparalleled Beauty, a micro-business brand lacking proper certification that had been established for less than a year. It conquered the hearts of countless consumers with its miraculous effects, making them willingly act as unpaid promoters.
As Double Eleven approached, Unparalleled Beauty began to invest heavily in marketing and promotion. Its presence could be seen on every social platform. While this bombardment-style marketing disgusted some, it attracted even more potential consumers.
