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Analysis of the Factors Influencing the Sales of “Double Eleven” Shopping Festival in China Based on Experimental and Mathematical Statistics Analysis

— This study focuses on the Factors Influencing the Sales of “Double Eleven” shopping festival in China based on Alibaba's Case. In this paper, the relationship between “Double Eleven” sales and the capita disposable income, the internet penetration, the number of employees in the highway transport industry is analyzed by the constructing multiple regression models. In order to eliminate the influence of multicollinearity, the ridge regression method is used to simulate and fit. According to the ridge traces of the variables, when K = 0.150, the variable coefficient tends to be stable. The regression result shows that these three variables have a significant impact on the sales of “Double Eleven” shopping festival. Ridge regression analysis shows that the per capita disposable income, the increase of internet penetration rate and the employment of road transport industry promoted the sales of “Double Eleven” shopping festival. The result shows that the per capita disposable income has the greatest influence on the sales of “Double Eleven” shopping festival, and is the main driving factor for the sales growth of the “Double Eleven” shopping festival. Therefore, comprehensive analysis shows that the growth of per capita disposable income promotes the overall consumption, and naturally plays a positive role in the sales of “Double Eleven” shopping festival. The promotion of the internet penetration rate has increased the sales volume of “Double Eleven” shopping festival by increasing consumers. The increase of employment in road transport industry indicates the prosperity of express delivery business, which is also a favorable embodiment of the sales volume of “Double Eleven” shopping festival.