<div><img src="http://ichef.bbci.co.uk/news/ws/660/amz/worldservice/live/assets/images/2016/11/11/161111012205_global_shopping_festival_gala_3_976x549_epa.jpg" width="976" height="549" data-highest-encountered-width="660" style="font-family: inherit; font-size: 14px; font-style: inherit; font-weight: inherit; letter-spacing: inherit; background-color: #111111; color: #bdbdbd; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline; height: auto; max-width: 100%; user-select: none; width: 645.781px; display: block;" alt="" /></div><div style="border: 0px; color: #404040; font-variant-numeric: inherit; font-family: Helvetica, Arial, STHeiti, 华文黑体, "Microsoft YaHei", 微软雅黑, SimSun, 宋体, "WenQuanYi Micro Hei", sans-serif; font-size: 14px; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline; background-color: #ffffff;"><div property="articleBody" style="border: 0px; color: inherit; font-style: inherit; font-family: inherit; font-size: 14px; font-weight: inherit; letter-spacing: inherit; line-height: inherit; margin: 0px 53.7642px 0px auto; padding: 0px; vertical-align: baseline;"><figure style="border: 0px; color: inherit; font-style: inherit; font-family: inherit; font-weight: inherit; letter-spacing: inherit; line-height: inherit; margin: 32px -54.2188px 0px 0px; padding: 0px; vertical-align: baseline; background-color: #111111; clear: both;"><span style="border: 0px; color: inherit; font-style: inherit; font-family: inherit; font-size: 14px; font-weight: inherit; letter-spacing: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline; display: block; position: relative;"><span style="border: 0px !important; color: inherit; font-style: inherit; font-family: inherit; font-size: 14px; font-weight: inherit; letter-spacing: inherit; line-height: inherit; margin: 0px; padding: 0px !important; vertical-align: baseline; clip: rect(1px 1px 1px 1px); overflow: hidden; position: absolute !important; height: 1px !important; width: 1px !important;">Image copyright</span><span style="border: 0px; color: #ececec; font-style: inherit; font-family: inherit; font-size: 0.875rem; font-weight: inherit; letter-spacing: 0.25px; line-height: 1.14286; margin: 0px; padding: 3px 8px 1px; vertical-align: baseline; text-transform: uppercase; background: rgba(0, 0, 0, 0.6); bottom: 0px; position: absolute; right: 0px;">EPA</span></span><figcaption style="border: 0px; color: inherit; font-style: inherit; font-family: inherit; font-weight: inherit; letter-spacing: inherit; line-height: inherit; margin: 0px; padding: 16px; vertical-align: baseline; visibility: visible;"><span style="border: 0px !important; color: inherit; font-style: inherit; font-family: inherit; font-size: 14px; font-weight: inherit; letter-spacing: inherit; line-height: inherit; margin: 0px; padding: 0px !important; vertical-align: baseline; clip: rect(1px 1px 1px 1px); overflow: hidden; position: absolute !important; height: 1px !important; width: 1px !important;">Image caption</span><span style="border: 0px; color: #ececec; font-style: inherit; font-family: inherit; font-size: 0.75rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.33333; margin: 0px; padding: 0px; vertical-align: baseline; display: block;">“双十一不再是马云一个人的事。更是全国性的。我觉得这是所有中国人在努力要向世界创造另一个新纪录。”</span></figcaption></figure><p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: bold; letter-spacing: inherit; line-height: 1.75; margin-top: 28px; padding: 0px; vertical-align: baseline;">今年淘宝“双十一”购物节成交额高达1030亿人民币（150亿美元），数字超过去年的143亿美元，创下历史纪录。</p><p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.75; margin-top: 18px; padding: 0px; vertical-align: baseline;">尽管如此，由于一些中国电商涉嫌夸大销售额，有人怀疑成交总额数据的准确性。</p><p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.75; margin-top: 18px; padding: 0px; vertical-align: baseline;">与此同时，商家用假货冒充大牌产品也是一个问题。</p><p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.75; margin-top: 18px; padding: 0px; vertical-align: baseline;">阿里巴巴表示，今年85% “双十一”的购买是在手机上进行的。</p><p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.75; margin-top: 18px; padding: 0px; vertical-align: baseline;">“双十一”是阿里巴巴人为创造的购物节。故事始于90年代初，“光棍节”的概念流行，商家们鼓励单身男女，没对象也要对自己好，要给自己买礼物，来对应相应的“情人节”传统。</p><p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.75; margin-top: 18px; padding: 0px; vertical-align: baseline;">而后淘宝抓住商机或者自行创造了商机，到如今演变成全球最大的网上购物节。</p><figure style="border: 0px; color: inherit; font-style: inherit; font-family: inherit; font-weight: inherit; letter-spacing: inherit; line-height: inherit; margin: 24px -24.6449px 0px 0px; padding: 0px; vertical-align: baseline; background-color: #111111; clear: both;"><span style="border: 0px; color: inherit; font-style: inherit; font-family: inherit; font-size: 14px; font-weight: inherit; letter-spacing: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline; display: block; position: relative;"><img src="http://ichef.bbci.co.uk/news/ws/624/amz/worldservice/live/assets/images/2016/11/11/161111012023_global_shopping_festival_gala_2_976x549_epa.jpg" datasrc="http://ichef.bbci.co.uk/news/ws/320/amz/worldservice/live/assets/images/2016/11/11/161111012023_global_shopping_festival_gala_2_976x549_epa.jpg" width="976" height="549" data-highest-encountered-width="624" style="color: #bdbdbd; font-style: inherit; font-family: inherit; font-weight: inherit; letter-spacing: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline; height: auto; max-width: 100%; user-select: none; width: 616.207px; transition: opacity 0.2s ease-in; display: block;" alt="" /><span style="border: 0px !important; color: inherit; font-style: inherit; font-family: inherit; font-size: 14px; font-weight: inherit; letter-spacing: inherit; line-height: inherit; margin: 0px; padding: 0px !important; vertical-align: baseline; clip: rect(1px 1px 1px 1px); overflow: hidden; position: absolute !important; height: 1px !important; width: 1px !important;">Image copyright</span><span style="border: 0px; color: #ececec; font-style: inherit; font-family: inherit; font-size: 0.875rem; font-weight: inherit; letter-spacing: 0.25px; line-height: 1.14286; margin: 0px; padding: 3px 8px 1px; vertical-align: baseline; text-transform: uppercase; background: rgba(0, 0, 0, 0.6); bottom: 0px; position: absolute; right: 0px;">EPA</span></span><figcaption style="border: 0px; color: inherit; font-style: inherit; font-family: inherit; font-weight: inherit; letter-spacing: inherit; line-height: inherit; margin: 0px; padding: 16px; vertical-align: baseline; visibility: visible;"><span style="border: 0px !important; color: inherit; font-style: inherit; font-family: inherit; font-size: 14px; font-weight: inherit; letter-spacing: inherit; line-height: inherit; margin: 0px; padding: 0px !important; vertical-align: baseline; clip: rect(1px 1px 1px 1px); overflow: hidden; position: absolute !important; height: 1px !important; width: 1px !important;">Image caption</span><span style="border: 0px; color: #ececec; font-style: inherit; font-family: inherit; font-size: 0.75rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.33333; margin: 0px; padding: 0px; vertical-align: baseline; display: block;">今年双十一开始一小时后（凌晨一点），阿里巴巴的交易额达到350亿人民币。</span></figcaption></figure><p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.75; margin-top: 18px; padding: 0px; vertical-align: baseline;">而“双十一”购物节也不仅是阿里巴巴一家的狂欢，还有例如京东、苏宁等商家的加入。不过，80%的交易份额来自于阿里巴巴。</p><p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.75; margin-top: 18px; padding: 0px; vertical-align: baseline;">IDC咨询有限公司中国区总裁霍锦洁对BBC中文网表示：“‘双十一’不再是马云一个人的事。更是全国性的。我觉得这是所有中国人在努力要向世界创造另一个新纪录。”</p><p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.75; margin-top: 18px; padding: 0px; vertical-align: baseline;">她同时也表示对比国外，中国消费者的非理性购物的比例依旧很高。</p><figure style="border: 0px; color: inherit; font-style: inherit; font-family: inherit; font-weight: inherit; letter-spacing: inherit; line-height: inherit; margin: 24px -24.6449px 0px 0px; padding: 0px; vertical-align: baseline; background-color: #111111; clear: both;"><span style="border: 0px; color: inherit; font-style: inherit; font-family: inherit; font-size: 14px; font-weight: inherit; letter-spacing: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline; display: block; position: relative;"><img src="http://ichef.bbci.co.uk/news/ws/624/amz/worldservice/live/assets/images/2016/11/11/161111012539_kobe_bryant_976x549_epa.jpg" datasrc="http://ichef.bbci.co.uk/news/ws/320/amz/worldservice/live/assets/images/2016/11/11/161111012539_kobe_bryant_976x549_epa.jpg" width="976" height="549" data-highest-encountered-width="624" style="color: #bdbdbd; font-style: inherit; font-family: inherit; font-weight: inherit; letter-spacing: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline; height: auto; max-width: 100%; user-select: none; width: 616.207px; transition: opacity 0.2s ease-in; display: block;" alt="" /><span style="border: 0px !important; color: inherit; font-style: inherit; font-family: inherit; font-size: 14px; font-weight: inherit; letter-spacing: inherit; line-height: inherit; margin: 0px; padding: 0px !important; vertical-align: baseline; clip: rect(1px 1px 1px 1px); overflow: hidden; position: absolute !important; height: 1px !important; width: 1px !important;">Image copyright</span><span style="border: 0px; color: #ececec; font-style: inherit; font-family: inherit; font-size: 0.875rem; font-weight: inherit; letter-spacing: 0.25px; line-height: 1.14286; margin: 0px; padding: 3px 8px 1px; vertical-align: baseline; text-transform: uppercase; background: rgba(0, 0, 0, 0.6); bottom: 0px; position: absolute; right: 0px;">EPA</span></span><figcaption style="border: 0px; color: inherit; font-style: inherit; font-family: inherit; font-weight: inherit; letter-spacing: inherit; line-height: inherit; margin: 0px; padding: 16px; vertical-align: baseline; visibility: visible;"><span style="border: 0px !important; color: inherit; font-style: inherit; font-family: inherit; font-size: 14px; font-weight: inherit; letter-spacing: inherit; line-height: inherit; margin: 0px; padding: 0px !important; vertical-align: baseline; clip: rect(1px 1px 1px 1px); overflow: hidden; position: absolute !important; height: 1px !important; width: 1px !important;">Image caption</span><span style="border: 0px; color: #ececec; font-style: inherit; font-family: inherit; font-size: 0.75rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.33333; margin: 0px; padding: 0px; vertical-align: baseline; display: block;">NBA退役球星科比也在晚会现场助兴。</span></figcaption></figure><p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.75; margin-top: 18px; padding: 0px; vertical-align: baseline;">她解释称，阿里巴巴在造势、广告和宣传上很懂得把握消费者的心态。再加之阿里巴巴的大数据资源丰富，对消费者行为进行了分析。</p><p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.75; margin-top: 18px; padding: 0px; vertical-align: baseline;">霍锦洁表示今年也关注农村的销售情况。她说中国农村有至少7亿人的潜在市场，依旧有很大的份额。</p><p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.75; margin-top: 18px; padding: 0px; vertical-align: baseline;">因为现时手机在农村普及，而阿里巴巴的订单80%左右来自于手机端。</p><figure style="border: 0px; color: inherit; font-style: inherit; font-family: inherit; font-weight: inherit; letter-spacing: inherit; line-height: inherit; margin: 24px -24.6449px 0px 0px; padding: 0px; vertical-align: baseline; background-color: #111111; clear: both;"><span style="border: 0px; color: inherit; font-style: inherit; font-family: inherit; font-size: 14px; font-weight: inherit; letter-spacing: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline; display: block; position: relative;"><img src="http://ichef.bbci.co.uk/news/ws/624/amz/worldservice/live/assets/images/2016/11/11/161111011856_global_shopping_festival_gala_976x782_epa.jpg" datasrc="http://ichef.bbci.co.uk/news/ws/320/amz/worldservice/live/assets/images/2016/11/11/161111011856_global_shopping_festival_gala_976x782_epa.jpg" width="976" height="782" data-highest-encountered-width="624" style="color: #bdbdbd; font-style: inherit; font-family: inherit; font-weight: inherit; letter-spacing: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline; height: auto; max-width: 100%; user-select: none; width: 616.207px; transition: opacity 0.2s ease-in; display: block;" alt="" /><span style="border: 0px !important; color: inherit; font-style: inherit; font-family: inherit; font-size: 14px; font-weight: inherit; letter-spacing: inherit; line-height: inherit; margin: 0px; padding: 0px !important; vertical-align: baseline; clip: rect(1px 1px 1px 1px); overflow: hidden; position: absolute !important; height: 1px !important; width: 1px !important;">Image copyright</span><span style="border: 0px; color: #ececec; font-style: inherit; font-family: inherit; font-size: 0.875rem; font-weight: inherit; letter-spacing: 0.25px; line-height: 1.14286; margin: 0px; padding: 3px 8px 1px; vertical-align: baseline; text-transform: uppercase; background: rgba(0, 0, 0, 0.6); bottom: 0px; position: absolute; right: 0px;">EPA</span></span><figcaption style="border: 0px; color: inherit; font-style: inherit; font-family: inherit; font-weight: inherit; letter-spacing: inherit; line-height: inherit; margin: 0px; padding: 16px; vertical-align: baseline; visibility: visible;"><span style="border: 0px !important; color: inherit; font-style: inherit; font-family: inherit; font-size: 14px; font-weight: inherit; letter-spacing: inherit; line-height: inherit; margin: 0px; padding: 0px !important; vertical-align: baseline; clip: rect(1px 1px 1px 1px); overflow: hidden; position: absolute !important; height: 1px !important; width: 1px !important;">Image caption</span><span style="border: 0px; color: #ececec; font-style: inherit; font-family: inherit; font-size: 0.75rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.33333; margin: 0px; padding: 0px; vertical-align: baseline; display: block;">贝克汉姆夫妇现身今年的双十一造势晚会。二人在中国有广大的粉丝基础。</span></figcaption></figure><p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.75; margin-top: 18px; padding: 0px; vertical-align: baseline;">阿里巴巴今年也将虚拟现实（VR）等新科技引入在线购物。霍锦洁表示，阿里巴巴在测试市场如何反应。</p><p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.75; margin-top: 18px; padding: 0px; vertical-align: baseline;">外界有评论认为阿里巴巴的增长速度开始放缓，城市需求开始饱和。所以该公司开始着手农村和海外市场。</p><p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.75; margin-top: 18px; padding: 0px; vertical-align: baseline;">霍锦洁表示，“双十一”的成交额基数很大。她预计今年可能会有35%的增长。而阿里巴巴在海外市场的表现确实不想中国国内好。因为国外有强劲的竞争对手亚马逊和其强大的物流体系。</p><p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.75; margin-top: 18px; padding: 0px; vertical-align: baseline;">再加之，阿里巴巴的淘宝和天猫平台主要面对海外华人，消费群体相对限制。</p><figure style="border: 0px; color: inherit; font-style: inherit; font-family: inherit; font-weight: inherit; letter-spacing: inherit; line-height: inherit; margin: 24px -24.6449px 0px 0px; padding: 0px; vertical-align: baseline; clear: both;"><span style="border: 0px; color: inherit; font-style: inherit; font-family: inherit; font-size: 14px; font-weight: inherit; letter-spacing: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline; display: block; position: relative;"><img src="http://ichef-1.bbci.co.uk/news/ws/624/amz/worldservice/live/assets/images/2015/09/13/150913105053__76957076_line976.jpg" datasrc="http://ichef-1.bbci.co.uk/news/ws/320/amz/worldservice/live/assets/images/2015/09/13/150913105053__76957076_line976.jpg" width="464" height="2" data-highest-encountered-width="624" style="color: inherit; font-style: inherit; font-family: inherit; font-weight: inherit; letter-spacing: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline; height: auto; max-width: 100%; user-select: none; width: 616.207px; transition: opacity 0.2s ease-in; display: block;" alt="" /></span></figure></div></div>