1, price and demand theory double eleven the most direct promotion is low prices, discounts. Before the arrival of the double eleven, the various e-commerce companies began to use a variety of media to create momentum, advance preheating, bake the festive atmosphere, "pre-sale", "red packets" and a series of activities to start publicity, to attract the attention of consumers. On the day of the double eleven, "50% off the cap", "one dollar seconds", "full 300 get 199"---- these low-priced promotional activities are to do their best to attract consumers, so the Demand is rapidly increasing. Even if an e-commerce company adopts the strategy of raising prices first and then offering discounts, it can still play a role in the expansion of demand. That is, when the seller raises the price, and then implement discount promotions, when the return to the original price or a little lower than the original price, can also bring about an increase in demand, sales expansion.

2. Price elasticity of demand theory price elasticity of demand refers to the degree to which the quantity demanded responds to price changes. The price elasticity of demand for goods with greater price decline, the demand will greatly increase, thus forming the result of thin profits and high sales. Although the promotional commodities of Double Eleven are diverse, the biggest promotional efforts are still concentrated in clothes, daily necessities, snacks and so on. It is understood that the top ten categories of Double Eleven sales are women's clothing, cell phones, beauty care, digital accessories, men's clothing, bags, women's shoes, snacks and so on. Because the price elasticity of demand for these products is relatively large, and the online shopping market faces a national and global market, the price elasticity of demand will be even greater, so the price drop brought about a surge in sales.

3, scale effect from "buy global" + "sell global", "online" + "offline "and" big data "+" personalized "sales strategy can be clearly felt in the double eleven huge scale effect. Today's consumers are not just consuming in their own countries, but globally. Double 11, Alibaba Group comprehensively opened up the domestic and overseas, to realize the integration of global retail, not only consumers can enjoy the fun of buying all over the world, brand merchants also ride on the double 11 express train to achieve "sell the world". In addition, through the analysis of big data, based on search, news feeds, keywords and other information, to grasp the preferences of consumers, customized personalized push, in advance, to recommend to consumers the right category, the price of goods. In this way, sellers are able to anticipate consumers' purchasing tendencies, arrange inventory, logistics and distribution in advance, accelerate the efficiency of logistics and distribution, and deliver a faster and better experience to consumers while saving costs.

4, the consumer's herd behavior herd effect mainly refers to people unconsciously to the majority of people's opinions as a guideline, to take with the majority of people in line with the psychological or behavior. When the e-commerce through the network, television and other multimedia channels to publicize a variety of promotional activities, to create a strong festive atmosphere, constantly encouraging consumers to buy buy buy, resulting in a lot of is not very understanding of these activities, do not often use the network to shop for consumer groups will also be in the loyal consumer groups under the influence of the participation in the activities, so as to increase sales. In addition, this year's Double Eleven also introduced a variety of new experiences for consumers: immersive, shopping while buying VR shopping experience; play while buying, entertainment nature of the "ancient style shopping street"; "e-commerce + live broadcasting" highlights; Jingdong's drone, unmanned vehicle distribution Alibaba's intelligent robot after-sales service ----- these novel experiences for consumers is more than attractive.