Digital Transformation behind 11.11

China's Singles' Day and E-Commerce:

Yuefeng SUN

Cloud Evangelist

Alibaba 11.11 Overview

11.11 Global Shopping Festival 2020 Highlights

Total GMV Powered by Cloud

US$ 74.1

BILLION

• 2321 million parcel orders

• Peak order creation 583 thousand per second

• 80% core business is deployed on container

• 100+ Alibaba Cloud native products support scale

and innovation

CNY

50Million

2009

0.93Billion

2010

5.2Billion

2011

19.1Billion

2012

36.2Billion

2013

57.1Billion

2014

91.2Billion

2015

120.7Billion

2016

168.2Billion

2017

213.5Billion

2018

268.4 Billion

2019

498.2 Billion

2020

(RMB : 498.2 Milliards)

Nearly 50%YOY GROWTH on Tmall Global

Transaction Traffic Record

2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020

1000Orders/second

Alibaba Cloud capacity planning software debuts

3200 Orders/second

OceanBase Database is used

14,000Orders/second

Tmall begins running on the cloud

42,000Orders/second

Full-link stress testing is launched

80,000Orders/second

Multi-region backup is used

140,000 Orders/second

Alibaba Cloud develops elastic structure for hybrid cloud

175,000Orders/second

Container is widely used during 11.11 festival

325,000Orders/second

Online and offline hybrid deployment is used

491,000Orders/second

X-Dragon ECS Bare Metal Instance is used

583,000Orders/second

Large Deployment of Cloud Native Technologies

World Record-breaking Traffic

Achieved historic maximum transaction volume

544,000Orders/second

100% Core Systems Running on the Public Cloud

11.11 Global Shopping Festival 2020 Highlights

How to support a global shopping event in 24 hours

Tmall Genie· 1 million orders placed and processed through voice command

Scalability· Peak order rate reached 544,000

per second· Total GMV exceeded USD 1 billion in 68 seconds

Robustness· Total GMV reached USD 38.4 billion· ZERO downtime throughout the entire festival

Global· Real-time translation of 21 languages supports more than 100 countries and regions

Vast· 200 billion words translated

· Accessible in over 220 countries and regions, supporting 27 currencies

New Payment

New Shopping Guide· Edge AI generated 9.04 billion

personalized recommendations

Voice shoppingPowerful

infrastructure100%

on CloudMachine

translation

· Smart logistics engine powered 1.2 billion packages

· Our Internet of Intelligence improved cross-border warehousing efficiency by 20%

New Logistics

Alibaba Ecosystem

Data technologyData technology

US West (Silicon Valley)

US East (Virginia)

Europe (London) Europe (Frankfurt)

Middle East (Dubai)

Asia Pacific (Singapore)

Asia Pacific (Tokyo)

Asia Pacific (Sydney)

China (Hong Kong)

Asia Pacific (Mumbai)

Asia Pacific (Jakarta)

Asia Pacific (Kuala Lumpur)

China (Beijing)

China (Qingdao)

China (Zhangjiakou)

China (Hohhot)

China (Shanghai)

China (Hangzhou)China (Shenzhen)

China (Chengdu)

64 Availability Zones

2800+ CDN Nodes21 Alibaba Cloud Regions

70+ Countries

7

The infrastructure with global footprint and heavy investment, in-place low-cost reliable resources for customers

1 Million of customers

with wide range of

workloads

Over 10 million vCPU

cores

Over 110 POP nodes and

2,800 CDN NodesOver 10’s EB of

Storage

More than 30 global

network service partners

Alibaba Cloud Global Infrastructure

Infr

astr

uctu

re

IaaS IoTCloud AP E-Tag Camera Sensor MonitorNetwork Storage Server Security

Reta

il S

olu

tio

n Image

Search

Customer

Profiling

Online

Recommendation

Precision

Marketing

Customer Traffic

Analysis

Operation

Optimization

E-Commerce

Platform

Data

Visualization

Membership

Merchandise Transaction

PaymentOrder

Marketing

Content

Store

Search Scoring

Membership

Transaction

Smart Device

Location-based

In-Store Behavior

E-Commerce

SocialMerchandise

Mid

dle

-en

d P

latf

orm

Business Middle-End Data Middle-End

Retail Solutions

Retail Solutions Behind 11.11

Data Alibaba Global Platform Technology

Customers

Customer Insight

Recommendations

Products & Services

Image Search

Intelligent Speech

Phygital & Community

Live Shoppertainment

Electronic Shelf Label

Purchase

• Active phone call and email • Suitable discount• Attractive coupon

Marketing Goal: Conversion

• Active push mail• Larger discount• More attractive coupon

Marketing Goal: Attraction

• Accurate marketing• Suitable discount• Suitable coupon

Marketing Goal: 2nd sale

• Personalized marketing• Suitable discount• Suitable coupon

Marketing Goal: Habit formation

Marketing Goal: Excellent experience• Accurate personalized marketing• Preferential discount & coupon

Marketing Goal: Excellent experience

Customer Insight - Marketing ValueCustomers

RegisterBuy / pick up

coupon

Enter the shop

to searchPurchasing

Receive Post-

Game EmailRe-purchasing

Customers Experience Journey

Receive / Read

Email

notification Customers

Behavior

Info

Recorded

Basic Attributes

Customers Insight Label Framework

Behavior Attributes Consumption Attributes Preference Attributes Insight Attributes

Leverage the data recorded in different systems during the entire Customers experience journey,

to analyze and summarize the attributes of crowd and build up the Customers insight label framework

1 2 3 4 5

Customers Customer Insight – Business Framework

Retail Solutions

Data Alibaba Global Platform Technology

Customers

Customer Insight

Products & Services

Image Search

Phygital

Customer Flow Analysis

Electronic Shelf Label

Intelligent Speech Recommendations

Recommendation EngineCustomers

Build a customized online shopping experience

CosmeticWoman fashion

35 to 45…

ChildMan fashion

45 to 50…

BabySport

25 to 35…

Recommendation EngineCustomers

->Product Recommendation +Discovery

->Brand Personalization

->Mobile Channel Personalization

->Vertical Business

->Hot Deal Sorting

->My Street ,My Style

Event Recommendation

Brand Recommendation + Brand Discovery

Personalized Product Recommendation

Personalized Session Recommendation

Product CorrelationChannel Personalization

Recommendation ScenariosCustomers

Retail Solutions

Data Alibaba Global Platform Technology

Customers

Customer Insight

Products & Services

Image Search

Phygital

Customer Flow Analysis

Electronic Shelf Label

Intelligent Speech Recommendations

Pain Points of CustomersProducts & Services

Visual Search ExperienceProducts & Services

Image Search – Functional ArchitectureProducts & Services

El Corte Inglés

By leveraging Alibaba Cloud's expertise in retail digitalization and robust solutions such as image search, El Corte Ingles provides a more personalized customer experience and pushes for innovation.

Accelerate Digitalization From Alibaba Cloud