Consumer Behavior: A Rational Return

Gone are the days of impulsive “buy, buy, buy” mantras.

Today’s consumers are more discerning, seeking value for money, and brand credibility over the lure of influencers and livestream promotions. The impact of livestreams has waned, with only 22% of consumers citing it as a key purchasing factor, a decline from 32% in 2021.

Market Trends: The Price Wars

E-commerce platforms are intensifying their competition on pricing, with aggressive strategies like price matching and guarantees of the lowest prices on the web. This year’s theme for JD.com’s Double 11 is “Real Cheap,” reflecting a market shift back to core retail principles: value for money.

The Rise of Domestic Brands

Chinese local brands are set to be the biggest winners of Double 11 this year.

A significant 66% of consumers plan to increase their spending on domestic brands, turning away from international products.

This trend is driven by a deepened trust in the quality and safety of local brands, with young consumers actively seeking local alternatives to overseas brands, especially in apparel and accessories.

The Silver Economy

With over 280 million people aged 60 and above, China hosts the world’s largest “silver” consumer group, many of whom are proficient in using the internet and smart devices.

They represent a vital yet understated market segment, with a buying motivation split between seeking discounts and enhancing the quality of later life. The influence of family and friends plays a significant role in their purchasing decisions, indicating that reputation and word of mouth are paramount within this demographic.

For Double 11 in 2023, expect the following:

• A market driven by rational consumer choices, with less emphasis on influencer marketing and more on product quality and brand reputation.
• A surge in domestic brand loyalty, as consumers prioritize local products over international offerings.
• An emphasis on pricing strategies, with platforms offering various subsidies, price guarantees, and direct discounts to capture market share.
• A need for tailored marketing strategies to cater to the growing silver economy, which seeks quality, usability, and trustworthy recommendations.

The Double 11 Shopping Festival of 2023 is shaping up to be a battleground for price and value, a showcase for national brands, and a testament to the discerning power of the silver economy. As consumer behavior becomes more rational, e-commerce platforms and brands must adapt to these evolving trends to captivate the Chinese market.

Overall Performance

The 2023 Double 11 event showcased a total online retail sales volume of 515.56 billion yuan during the peak sale period (October 31st to November 3rd), marking a 9.5% year-on-year increase. This growth signifies robust overall performance amidst an evolving e-commerce landscape​​.

According to data from Xingtu, the total GMV on comprehensive e-commerce platforms totaled 277.7 billion yuan from 8pm 10 November till the end of 11 November. 60% from Tmall, JD.com about 28%, Pinduoduo 7%. Cross-border import e-commerce accounted for 34.1 billion yuan.

Strategic Shifts and Platform Performances

A noticeable shift this year was the focus on low pricing strategies across platforms. Major e-commerce giants like JD.com, Tmall-Taobao, Douyin, Kuaishou, and Pinduoduo emphasized offering the lowest prices, with individual approaches to discounts and subsidies​​.

The sales distribution among platforms was quite varied. Tmall led with a 35.4% share, followed by JD.com (21.6%), Douyin (9.6%), Taobao (8.6%), and Pinduoduo (6.7%). The combined Tmall and Taobao, forming the Taobao-Tmall group, dominated with a 44% sales share​​.

Douyin’s rise to the third position highlights the increasing acceptance of its e-commerce model, which integrates interest-based shopping, short video content, and live-streaming​​.

Consumer Trends

The 2023 festival saw more diversified and personalized consumption. There was a notable acceleration in high-quality, experiential, and interest-driven consumption. Products catering to unique hobbies like rock climbing, surfing, and camping gained popularity, along with smart products like open-ear headphones and electric adjustable desks​​.

Health management and beauty products also saw a surge in demand. The trend towards “home-based healthcare” led to increased sales of oxygen concentrators, blood oxygen monitors, hearing aids, and electric wheelchairs. The anti-aging segment, particularly home beauty devices, witnessed explosive growth​​.

Individual Platform Highlights

JD.com: Achieved record-breaking sales, orders, and user numbers. Over 60 brands surpassed 1 billion yuan in sales, and nearly 20,000 brands saw a more than threefold increase in transaction volume compared to last year. The platform also reported significant growth in live broadcasting viewership, with a total of over 380 million views​​​​.

Tmall: Reported 402 brands exceeding 1 billion yuan in sales, with national brands making up a significant portion. The platform witnessed a historic peak in user visits and continued to expand its market share, especially in lower-tier markets​​​​.

Douyin: Experienced significant growth in GMV, with daily GMV of certain products exceeding one million yuan. The platform’s “official discount” strategy played a key role in this success, highlighting social commerce’s and live streaming’s power in driving sales​​​​.

These insights reflect the robust nature of China’s e-commerce ecosystem and underscore the changing consumer preferences and strategic shifts among the leading online shopping platforms. The Double 11 festival continues to evolve, setting new trends and benchmarks in the global e-commerce landscape.

Double 11 started as China’s largest online shopping promotion campaign in November and has now expanded to offline and various industries.

The selling period is divided into two waves: the first wave is from 8:00 p.m. on October 31 to November 3, and the second wave is from 8:00 p.m. on November 10 to November 11. The discount is 50 yuan less for every 300 yuan orders across stores, which is the biggest discount in recent years.

In 2021, Alibaba’s Tmall Double 11 shopping festival achieved a new record of US$84.54 billion in gross merchandise volume.

This year, Alibaba equipped merchants with tools and solutions to grow their brand loyalty membership programs and unveil products.

Over 40 brands on Tmall have loyalty membership programs that have surpassed 10 million members and 600 brands have loyalty membership programs with over 1 million members.

This year we saw two check-out windows on Tmall. The first began at 8 pm on October 31 and end on November 3 while the second window lasted from 8 pm on November 10 to November 11.

JD Double 11

JD.com unveiled its Singles’ Day Grand Promotion with a press conference on October 24 in Beijing. Under the theme of “A More Solid Life”, this year’s shopping festival promises stronger incentives on prices, products, and services for customers.

JD’s pre-sales phase of the Double 11 shopping festival started at 8 p.m. on October 20. The official sales event will kick off at 8 p.m. on October 31, and is expected to culminate on the night of the 10th through the end of the 11th.

An RMB 50 yuan discount is offered for every RMB 299 yuan spent on JD.com across all categories during the promotion period. JD PLUS members are entitled to extra subsidies. Cell phone shoppers will enjoy a 1.2 times price guarantee and so forth.

According to JD.com, in the past five years, the number of users participating JDs’ Singles Day Grand Promotion increased by nearly 90 percent, total merchants up by 65 percent, while types of products grew by 83% and new brands by 40%.

In the first half of 2022, the average transaction volume of stores on JD.com reached 2.2 times that of the same period in 2019, and more than 25,000 stores achieved over 100 percent sales growth year over year.

Double 11 Sales

During this year’s Double 11 festival, 1,009 Tmall Global brands’ GMV more than doubled year-on-year.

More than 300 million people have tuned into Taobao Live, China’s premier livestreaming commerce channel, since Oct. 24 to watch virtual and real-life hosts hawk products.

According to Tmall, the transaction scale of this year’s Tmall Double 11 is about the same as last year. Jingdong said that this year surpassed the industry growth rate and created a new record. But neither disclosed the total transaction value.

According to data from Syntun, a data provider monitoring Double 11 sales data for years, from 20:00 on October 31st to 23:59 on November 11th, the cumulative sales of integrated e-commerce platforms and live broadcast platforms were 1,115.4 billion yuan.

• The total sales on the comprehensive e-commerce platforms were 934 billion yuan, a year-on-year increase of 2.9%, and Tmall ranked first in sales, followed by JD and Pinduoduo
• The sales of live streaming e-commerce were 181.4 billion yuan, up 146.1%, and Douyin is still ahead of Diantao
• New retail sales reached 21.8 billion yuan, a year-on-year increase of 10.8%.
• Community group-buying sales totaled 13.5 billion yuan, a year-on-year increase of 1.1%.

China e-commerce market 2022: top mobile apps and users

The western city of Chengdu pulled ahead of Beijing and Shanghai, two of China’s largest metropolitan areas, becoming the largest consumer market of imported wine, accounting for roughly 20% value of the country’s overall import wines during the grand promotion.

According to the report, the consumption of imported wine also showed a trend towards high-end brands, with deluxe single malt whisky increasing by 16 times YoY in the first 10 minutes of the promotion.

In addition, sales of fruit cider increased by 24 times compared with last year during the shopping festival.

Among them, Martell, Rémy Martin, Jack Daniel’s, Hennessy and Johnnie Walker were the top 5 most popular brands among Chinese consumers. Rémy Martin Club Cognac 50cl, Jack Daniel’s Black Label Tennessee Whisky 70cl and Johnnie Walker Black Label 12-Year-Old Scotch Whisky 70cl were the bestsellers.

The demographic distribution of imported wine consumers is notable. Imported wine has become a newly emerging norm among the younger generation. Consumers under age 35 have made 62% of all imported wine consumptions. Furthermore, female consumers contributed up to one-third of the imported wine consumption.

Behind these phenomena, several co-brandings boosted the sales. For example, Casillero del Diablo with Manchester United, and Rio with Hearthstone, both gained popularity among young consumers.

7 Major Consumer Segments Shaping Chinese Market Landscape

Alibaba Tmall Double 11 Shopping Festival

Alibaba Group kicked off its Tmall Double 11 Shopping Festival 2021 on 20 October 2021. This is Alibaba’s 13th annual Double Eleven shopping festival in China with an emphasis on sustainability and inclusiveness.

This year marks the largest Double 11 Festival to date, with a record 290,000 brands participating. Alibaba Tmall is offering more than 14 million deals to over 900 million consumers in China. Double 11 2021 will once again have two sales windows – the first will be from November 1 to 3, and the second will be on November 11, on the day of the main event.

Livestreaming will be a key consumer engagement mechanism for brands and merchants to build awareness and drive sales. Starting on October 20 throughout the Festival, Taobao Live will feature 700 leading KOLs, celebrities and brand representatives in livestream sessions.

In addition, Taobao will roll out a new feature for users to share their “shopping cart” items with friends and family, creating a more social shopping experience.

Taobao app introduced an option for “senior mode“, a new feature designed to make the user interface more accessible for senior citizens.

It offers voice-assisted technology, simplified navigation, larger font size and icons. The app homepage also offers games for elderly users to unlock special discounts for groceries, making the experience more engaging for the silver generation.

Consumers are encouraged to share their “Goods for Good” purchases with their friends and family, and Alibaba will make a RMB1 donation for every successful social media share.

Launched in 2006, Alibaba’s “Goods for Good” program enables merchants to donate a portion of their sales to charitable organizations of their choice, while consumers can support their favorite charitable causes through their purchases.

The donations from this year’s Double 11 Festival will provide support to three major beneficiary groups: elderly citizens living in solitude, “left-behind children” in remote areas and low-income workers.

Tmall Double 11 Pre-sale

At 8 p.m. on October 20, Tmall Double 11 officially opened the pre-sale. This year, Tmall’s Double 11 will collectively discount 14 million products, of which all the popular products in 1000 brand flagship stores will be subsidized to 50%.

According to Taobao live streaming data, Li Jiaqi, one of the top anchors, listed 439 products on the evening of October 20. The cumulative transaction value of the live broadcast room is as high as 11.5 billion yuan, and the estimated sales volume is 37.71 million.

In addition, the maximum sales volume of a single product was 1.8777 million yuan, the maximum sales value of a single product was 389 million yuan, the average customer purchase was 306 yuan, and 2.83 million new followers.

Another top influencer Viya started live streaming at 12:55 on October 20, with a cumulative live streaming duration of 14 hours and 28 minutes. The total sales reached 8.533 billion yuan and the average customer purchase was 317 yuan.

There are 499 products listed and the estimated cumulative sales volume is 26.89 million. The maximum sales volume of a single product is 605,600, and the maximum sales value of a single product is 490 million yuan.

Alibaba Tmall Double 11 Sales/GMV

In 2021, Alibaba’s Tmall Double 11 shopping festival achieved a new record of US$84.54 billion in gross merchandise volume.

More than 2.5 million consumers purchased green products on Tmall. Tesla, for example, sold more charging stations for its electric cars within the first minute on November 11 than it had during the entire festival last year.

JD Double 11

Presales

On October 20, the 2021 JD”s Double 11, Singles Day Grand Promotion, began with the pre-sale rolling in at 8 pm. The number of customers who placed orders within the first four hours increased by nearly 40% compared with the first day of the pre-sale in 2020.

The first order delivered by JD’s on-demand “Shop Now” service was swiftly fulfilled within only 10 minutes.

According to JD, an increasing amount of young people joined the pre-sale as consumers aged 18-35 accounted for over 70% during the pre-sale period. Since many brands also opened pre-sales at 8 pm, they swiftly shattered the pre-sale record set on the first entire day of the pre-sale last year.

This shopping enthusiasm was fully ignited across China. Within the first four hours of the pre-sale, Guangdong, Jiangsu, and Beijing took the top 3 in order amounts; and when it comes to the product category, large appliances took the lead, followed by phones, sports shoes and bags, and facial care products.

Haier ranked the most popular brand out of all the large appliances during the pre-sale period, and Siemens came after.

On computers and digital products, hardware devices for education purposes came out strong.

Xiaomi, Huawei, and OPPO were also among some of the highly popular tech products, as the pre-sale order volume for Xiaomi phones in the very first hour exceeded that of the first entire day last year.

Within the first four hours of the pre-sale, order amounts of OPPO phones this year increased by 227% YoY.

This Singles Day, JD provided e-CNY (CBDC) red envelopes for users in 11 cities including Beijing, Shanghai, Shenzhen, Dalian, Xi’an, Chengdu, and more, in collaboration with China Construction Bank (CCB).

Users located in these cities, who have never opened an e-CNY account, can search “e-CNY” on JD’s app to get access to the activity page. The red envelopes can be used on JD’s e-commerce app to purchase first-party products.

JD Double 11 Sales

JD.com reported a record-breaking Singles Day Grand Promotion on November 12, 2021, with transaction volume totaling RMB 349.1 billion yuan at midnight of November 11, ending the 11-day promotion that started from 8 pm on October 31.

The transaction volume of 31 brands surpassed RMB 1 billion yuan with Apple surpassing RMB 10 billion yuan.

Users from lower-tier markets account for 77% of all users for JD’s Singles Day Grand Promotion this year. JD has seen rapid growth of consumption from these markets in the categories of home appliances, medicine, and home decoration.

For example, the transaction volume of dishwashers and sweeping robots increased 2 to 3 times, with some smart home appliances even increasing 5 to 10 times.

Over 100,000 customers used e-CNY on JD’s app during the promotion period.

Xiaomi

During November’s Singles’ Day Shopping Festival, Xiaomi and Redmi brand smartphones together ranked No.1 in sales volume on Tmall.com, JD.com and Suning.com. The Group’s premium smartphones also ranked No.1 among Android smartphones priced above RMB4,000 on Tmall.com and JD.com.

In addition, during the shopping festival, the total sales volume of Xiaomi’s smartphones from its offline channels increased by more than 110% year-over-year.

Dossier: Double 11 (Singles Day)

Jingdong (JD.com) total 11-day sales during Double 11 2020 grew by 32% YoY and reached 271.5 billion yuan (US$41.02 bn) in GMV. Tmall’s 11-day Singles’ Day sales reached 498.2 billion yuan (US$75.27 billion) with an increase of 26% YoY.

Tmall Historial Double 11 Sales

CIW Premium subscribers can download this year’s update on Double 11 here.

Double 11 Sales 2020

Lenovo reported total sales of 1.3 billion yuan in the first hour of the first day (1 Nov). Xiaomi received total sales of over 1 billion yuan in less than 20 minutes of the first day.

Tmall Double 11 Sales

In just two minutes, Tmall’s smart home sales exceeded 100 million yuan on the first day. And more than 1 million smart home devices were sold in one hour.

As of 1:00 a.m. on Nov 1, the total sales of Tmall Smart Speaker ranked first in the smarter speaker category. Among them, the total sales of smart screen products increased 14 times year on year.

By 1:51 am on Nov 1, 100 brands, including Apple, L’Oreal, Haier, Estee Lauder, Nike, Huawei, Midea, Lancome, Xiaomi, Adidas had a total sales of more than 100 million yuan (US$14.95 million). The most popular categories are 3C and cosmetics.

Update (11 Nov): According to the data of Taobao Live, the proportion of GMV via live streaming exceeded 60%, and the number of live streaming merchants increased by 220%. Taobao Live promoted more than 4 million employment opportunities.

Alibaba Tmall Double 11 total GMV in 2020 reached 372.3 billion yuan (US$56.46 bn) as of 00:30 am on 11 November.

Update (12 Nov): Tmall’s 11-day Singles’ Day sales reached 498.2 billion yuan (US$75.27 billion).

• 250,000 brands in total participated in Double 11 this year, of which 31,000 are overseas brands. Within these overseas brands, 2,600 participated in 11.11 for the first time.
• 357 emerging brands became top sellers in their respective subcategories. More than 1,800 emerging brands surpassed their GMV from Double 11 last year and, of these, 94 emerging brands enjoyed sales growth of over 1,000%.
• Under Alibaba’s Spring Thunder initiative, 1.2 million merchants and 300,000 factories focused on overseas trade from more than 2,000 industry clusters across China participated in Double 11.
• AI customer chatbot handled over 2.1 billion queries during the 11-day period.
• The United States was the top country selling to China by GMV.
  • Other top-selling countries to China, in alphabetical order, include: Australia, Canada, France, Germany, Italy, Japan, Korea, New Zealand and UK.

JD.com Double 11 Sales

Jingdong (JD) released the first day Double 11 report, and the turnover of the whole day increased by more than 90% year on year.

According to JD big data, FMCG products such as milk and dairy products, shampoo, rice, biscuit cake and paper drawing have become the top five categories in terms of sales, while 3C household appliances such as mobile phones, washing machines, flat-panel TVs, refrigerators, laptops and other household appliances rank first by total sales.

JD Plus, which recently reached 20 million members, saw a lot of activity on Nov 1st. The number of new users on Nov. 1st increased 113% YoY.

JD’s C2M home appliances, which have quickly become popular for their high cost-to-performance ratio also performed well. Twenty products from this line selected as priority quickly exceeded sales of RMB 200 million yuan on the first day.

Personal care home appliances grew 180% on the first day of sales, among which makers of hair dryers, electric razors and more such as Dyson, Philips, Flyco, Panasonic, Braun and Oral B were highest ranked in terms of sales.

Mobile phone sales in half an hour saw 314% growth. JD’s special mobile phone for the elderly saw eight times growth in the first 15 minutes, while users who participated in JD’s trade in program in the first 30 minutes increased 465%.

JD Luxury saw whole day sales on Nov. 1 up 138% YoY. In the first 30 minutes, 127 brands including Ferragamo, Ralph Lauren and Tod’s saw sales up 10 times YOY. International jewelry brands were up six times.

Update (11 Nov): JD Double 11 total GMV in 2020 since 1 November exceeded 200 billion yuan (US$30.33 bn) as of 00:09 am on 11 November. Here are a few quick highlights:

• In 6 seconds sales generated from live-streaming exceeded RMB 100 million yuan
• In the first 11 minutes, JD private label sales exceeded sales of the whole day on Nov. 11^th last year
• Haier, Midea, Gree and other brands sold over RMB 100 million yuan in products in one minute
• Huawei Mate 40 sales in 7 seconds exceeded RMB 100 million yuan
• Over 100,000 computers were sold in 10 minutes
• The turnover of JD Super, JD’s online supermarket increased 10 times YOY in the first five mins of sales
• JD Fresh increased 5 times YOY in the same timeframe
• JD’s international business saw transaction volume increase more than 120% YOY in the first 10 minutes
• JD’s imported goods supermarket saw turnover increase 2.5 times month-on-month
• 93% of first party orders placed during the Singles Day Grand Promotion have been delivered to customers in 24 hours

JD’s Consumer-to-Manufacturer (C2M) home appliances, which quickly became popular in the market because of their high-cost performance and ability to meet consumers’ demands, were highly sought after during the Singles Day period.

Twenty products hand selected by JD as development priorities quickly exceeded RMB 200 million yuan when the official sales period kicked off on Nov. 1^st.

C2M relies heavily on JD’s supply chain abilities. JD helped with sales forecasts for 33,000 brands and 5 million products and automatically deployed them to the locations nearest to users in advance.

Update (12 Nov): Jingdong (JD.com) total sales during Double 11 2020 grew by 32% YoY and reached 271.5 billion yuan (US$41.02 bn) in GMV.

Starbucks saw one-day GMV growth of over 90% YoY on 11 Nov to 200 million yuan.

Other Platforms

Suning reported 5 billion yuan sales across all channels as of 00:19 am on 11 Nov.

Gome GMV increased by 166%. In terms of online platforms, the sales of general merchandise increased by 237% month on month, and that of maternal and infant commodities increased by 314%.

Xiaomi reported total sales of 14.3 billion yuan across all platforms in the 11-day sales.

Come back soon; we’ll update with the latest information on Double 11. You can subscribe to e-newsletter or paid subscription. 

Dossier: Double 11

How JD penetrates lower-tier cities with social e-commerce initiative

Double 11 Introduction

Alibaba Tmall Double 11

Alibaba Taobao kicked off its Double Eleven Global Shopping Festival (“Double 11”), the largest annual shopping festival in China, on 21 October 2020 with new innovations and features to meet rapidly changing consumer trends.

These include the participation of Alipay’s digital lifestyle platform; broader consumer reach and bigger promotions, “double” the number of shopping windows that will spotlight more brands, products and special offers, and the popular live streaming technology creating more fun and engagement for Chinese consumers with the largest international presence to date.

For many brands, Double 11 is the single biggest growth driver every year and this year will be no exception. Check out Double 11 2019 performance.

Read our guide on Double 11 here.

Deepening Engagement to Create “Double” Opportunities

This year the Taobao/Tmall Double 11 Festival expands the concept from “single” to “double,” enabling merchants to double up on promoting their products to consumers across China not just once, but twice, according to Alibaba’s official announcement.

A new sales window will be added from November 1 to 3 on Taobao/Tmall platforms, ahead of the main event on November 11, with the aim of providing merchants, specifically new brands and small businesses, the opportunity to showcase their products and tell their brand stories amid the pandemic.

Double 11 has become one of the most important new product launch events of the year for many brands. This year, more than 2 million new products will be introduced, which is double the amount compared to last year.

Double 11 will be offering more opportunities for merchants both online and offline to engage with consumers as well as provide a better consumer experience overall.

This year’s Taobao Double 11 experience will also be enhanced by Alipay’s digital lifestyle platform, which brings together nearly 2 million local service providers offering special promotions in more than 100 cities.

Offline small- and micro-merchants across China, such as street stalls and neighborhood grocery stores, will be able to participate in the excitement of Double 11 by connecting with consumers through Alipay’s digital lifestyle platform.

Big Growth Driver for Participating Brands

Alibaba launched Spring Thunder Initiative early this year as a continuous effort on merchants empowerment and Double 11 is yet another milestone to help merchants regain growth.

This year’s Taobao Double 11 Festival will feature 14 million value-for-money products from more than 250,000 brands available on Tmall.

Also, to cater for the needs of customers in lower-tier cities, Taobao Deals’ “RMB1 Sales” campaign will enable consumers to purchase goods at huge discounts with free shipping.

To meet Chinese consumers’ increasing demand for international products, Tmall Global will bring more than 2,600 new overseas brands to Chinese consumers for the first time. Alibaba’s cross-border e-commerce platform Kaola will also join Double 11 for the first time, featuring products from 89 countries and regions.

Live streaming and Logistics Core to the Event

Live streaming is expected to take the center stage of this year’s Taobao/Tmall Double 11.

In addition to sessions hosted by top live streamers, about 400 company executives and 300 celebrities will also hold individual live streaming sessions. Taobao Live will offer sessions ranging from cosmetics, electronics, to cars and houses.

New features like online property viewings and virtual vehicle test drives will provide a more realistic and engaging experience to help consumers with their buying decisions. Alibaba’s DAMO Academy will use artificial intelligence technology to create its first virtual live streaming host while Fliggy will host travel-related live streams.

This year’s event will have the largest international presence since it was founded in 2009.

AliExpress now sells to more than 200 countries and regions worldwide. Lazada was the first to bring the shopping festival concept to Southeast Asia across six markets – Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam.

Shopping festivals such as Double 11 have also become one of the key industry growth drivers as local small-and-medium businesses participate in this biggest event alongside LazMall, the region’s largest online mall with more than 18,000 local and international brands.

This year Lazada will continue its “shoppertainment” features ranging from live streaming to new consumer games and innovations such as voice search to find items.

Alibaba’s robust technology and logistics infrastructure is the backbone of the Double 11 Shopping Festival. Cainiao will charter approximately 700 flights during Double 11. More than 50% of this year’s cross-border parcels are expected to be delivered twice as fast as its usual speed.

JD Double 11

JD also kicked off its Double 11 2020 campaign on 21 October 2020. JD is expected to be the first choice of consumers buying 3C products (mostly computer, consumer electronics, and communication products) in this year’s Singles Day promotion, according to Nielsen.

Double 11 Pre-sales

Nearly 140 million items were sold during the pre-sales period from October 21st to 28th, an increase of over 42.3% from the same period last year, of which JD.com sales increased by 85.5%, according to O&O Consulting.

Products worth more than RMB 1,000 yuan accounted for 48.3% of JD’s pre-sales. Pre-sales of medicine and health care on JD increased by 378% YoY while home furnishings increased by 79.3%. One of the reasons cited for the increase is people’s yearning for a sense of security and stability after a very tumultuous start to 2020.

During the pre-sales, home appliances, computer and office supplies, maternal and child, medical and health care and other categories saw growth of over 100% YoY, indicating that after the epidemic consumer demand to “settle down” has become more important.

According to JD’s own data, from October 21st-29th advanced orders for health equipment, Chinese and western medicine, and traditional nourishment on JD’s platform increased more than 10 times compared with the same period last year.

Orders for fitness and exercise equipment increased more than three times, while health-conscious small home appliances increased four times YoY.

In terms of key sub-categories such as computers, electrical appliances and home furnishing, JD’s pre-sale volume of mid and high-end goods exceeded peers, especially in the home decoration category.

O&O data finds that consumers have a tendency to turn to JD for purchases in the durable consumer categories such as large household appliances, computers, and household appliances, with the platform making up 62.7%, 82.6% and 82.7% of pre-orders respectively by category.

Alibaba’s Tmall reached 10 billion yuan in less than two minutes (00:01:36) and 30 billion yuan in about 5 minutes (00:05:25), 50 billion in 13 minutes (00:12:49) in Double 11 Global Shopping Festival 2019.
Related Dossier: Double 11 Statistics

Tmall Double 11 2019

Alibaba’s Tmall Double Eleven presale started on 21 October and reach its peak on 11 November 2019.

Tmall has kicked off this year’s Double 11 Festival campaign in mid-September. Tmall stores could apply for their participation in Double 11 2019 from 12 September to 20 September.

Over 200,000 brands are participating, one million new products are on offer and more than 500 million users are expected to participate in this year’s festival – about 100 million more than last year. Estimated consumer savings from brand and platform promotions and coupons are around RMB 50 billion.

Tmall also has a strict requirement on the shipping dates. All ordered during 11-15 Nov must be shipped before 18 November. The same requirement applies to its cross-border shopping platform Tmall Global.

Products for Double 11 Festival are required to apply no less than 10% discount off the corresponding lowest regular pricing.

The total number of participating brands on Tmall for this year’s Double 11 exceeded 200,000 with one million new products. Check out Alibaba’s historical Double 11 sales dataAlibaba’s historical Double 11 sales data here

Tmall / Taobao Sales on Double 11 2019

• At 00:17:06 11 Nov, total sales of 57.1 billion yuan, exceeded Double 11 2014 full day’s GMV
• 01:01:32 91.2 billion yuan, exceeded Double 11 2015 full day’s GMV
• 01:03:59 100 billion yuan
• 01:26:07 120.7 billion yuan, exceeded Double 11 2016 full day’s GMV
• 10:04:49 168.2 billion yuan (US$24 bn), exceeded Double 11 2017 full day’s GMV
• 14:21:28 200 billion yuan
• 16:31:13 213.5 billion yuan, exceeded Double 11 2018 full day’s GMV
• Full day sales on Tmall: 268.4 billion yuan (US$38 billion)

The total number of delivery orders also reached a new high: 1.292 billion, up 59% from 812 million last year.

There were 299 brands who reached RMB 100 million in GMV, including Apple, Nike, Estee Lauder and Giorgio Armani.

The top 10 countries selling to China through Alibaba’s cross-border platforms were Japan, the U.S., Korea, Australia, Germany, France, the U.K., New Zealand, Italy and Canada.

Top 10 Best-selling Luggage & Bags Brands on Tmall

1. Xiaomi
2. Charles & Keith
3. Samsonite
4. MCM
5. Michael Kors
6. Cartelo
7. AmericanTourister
8. Septwolves
9. Mexican
10. Goldlion

Top 10 Best-selling Women Apparel Brands on Tmall

1. Uniqlo
2. Bosideng
3. Vero Moda
4. Eifini
5. ONLY
6. Peacebird
7. Leting
8. HStyle
9. Zara
10. MO&CO

Top 10 Best-selling Shoes Brands on Tmall

1. Belle
2. Sketchers
3. Camel
4. Red Dragonfly
5. Warrior
6. UGG
7. Clarks
8. Zulijian
9. Teenmix
10. Hotwind

Top 10 Best-selling Men’s Apparel Brands on Tmall

1. Uniqlo
2. Peacebird
3. GXG
4. Jack Jones
5. Bosideng
6. Semir
7. Mark Fairwhale
8. SELECTED
9. Meters Bonwe
10. HLA

Top 10 Best-selling Electronics Brands on Tmall

1. Apple
2. Huawei
3. Xiaomi
4. Lenovo
5. HP
6. Asus
7. DJI
8. JmGo
9. Dell
10. Sony

Top 10 Best-selling Smartphone Brands on Tmall

1. Apple
2. Huawei
3. Honor
4. Xiaomi
5. Vivo
6. Oppo
7. Samsung
8. Realme
9. Meizu
10. OnePlus

Top 10 Best-selling Large Appliances Brands on Tmall

1. Midea
2. Haier
3. Gree
4. Xiaomi
5. Siemens
6. Littleswan
7. Hisense
8. AUX
9. Skyworth
10. TCL

Top 10 Best-selling Watch & Glasses Brands on Tmall

1. Casio
2. Tissot
3. Daniel Wellington
4. Emporio Armani
5. Longines
6. Tianwang
7. Citizen
8. Baodao
9. Rossini
10. Zippo

Huawei

Huawei’s total sales this year on Tmall exceeded last year’s full day sales in the first 30 minutes, including 100,000 smart watch Watch GT series in 15 minutes, 60,000 units of FreeBuds (earphone) in 30 minutes, and over 50,000 routers in 15 minutes.

Apple

Apple’s official flagship store on Tmall “Singles Day” transaction exceeded 7 times of last year’s full day sales in just 10 minutes. iPhone 11 broke 100 million yuan in sales in 1 minute. Find out details here.

Cosmetics

Cosmetics brand MAC sold 60,000 units of a limited-edition, just-for-11.11 lipstick in five minutes of pre-sales. Ten global brands, including Olay and Shiseido, have committed to incubate more than 50% of their new products with Tmall this year.

Check out Tmall Hey Box: Alibaba’s New Product Incubator

Forrester forecast Alibaba would generate $37 billion in GMV, or a 20.5% jump compared to 2018. It also projects 50 million online buyers in Southeast Asia alone during Singles Day.

JD Double 11 2019 Sales

JD, another key e-commerce shopping platform announced a total order value of 131.3 billion yuan (US$18.73 bn) from 1 November to 10 November midnight.

At the end of 11 November, JD total sales for Double 11 reached 204.4 billion yuan (US$29 billion yuan). JD’s new social e-commerce app Jingxi played an important role.

During the Singles Day promotion, approximately 75% of Jingxi new users came from lower-tier cities, and approximately 55% of total Jingxi users were female. In September, JD.com officially launched its social e-commerce platform Jingxi as part of its strategy to penetrate into lower-tier cities and compete with Pinduoduo.

And, Jingxi’s WeChat Mini Program active users rose to 68 million on Double 11.

Top 5 Best-selling Digital Camera Brands on JD

1. Sony
2. Canon
3. Leica
4. Panasonic
5. Ricoh

Top 5 Best-selling Earphone Brands on JD

1. Apple
2. Huawei
3. Sony
4. Bose
5. Xiaomi

Top 5 Best-selling Smartphone Brands on JD

1. Apple
2. Huawei
3. Honor
4. Xiaomi
5. Vivo

Top 5 Best-selling Home Appliance Brands on JD

1. Midea
2. Haier
3. Gree
4. Xiaomi
5. Siemens

Top 5 Best-selling Sports Brands on JD

1. Adidas
2. Top Sports
3. Converse
4. Anta
5. Li Ning

Suning Double 11 Sales

Suning saw over 100 million yuan in total sales value in the first hour on 11 November 2019. Its offline sales Suning Square grew by 56% YoY.

Suning Double 11 omnichannel sales orders increased by 76% year-on-year.

Xiaomi Double 11 Sales

Total payment received across Xiaomi’s all channels exceeded 2 billion yuan in the first hour and 3.7 billion yuan in half day on 11 November. Xiaomi had a total sales of 6.1 billion yuan (US$870 million) on Double Eleven, 2.1 billion yuan of which came from its Tmall Flagship Store.

Top Shopping Apps

This year’s Double 11, the top 10 shopping mobile apps in China’s Apple App Store saw 1.7 million total first-time installations, accounting for 61% of the total installs in the shopping category, compared with 1.4 million in 2018, an increase of 21%.

Taobao is the most downloaded mobile shopping app this year, with an increase of 119% YoY. The other apps in the top 5 are Pinduoduo, Suning, JD, Tmall.

Top Insights:

• The story of a Taobao celebrity who sold 300 million yuan products on Double 11
• How the biggest shopping festival affects China e-commerce apps users growth, engagement, and loyalty

In the recent “Double 11 2019” shopping festival in China, Apple’s official flagship store on Tmall “Singles Day” transaction exceeded 7 times of last year’s full day sales in just 10 minutes. iPhone 11 broke 100 million yuan in sales in 1 minute.

Related: Double 11 Festival statistics 2019

This year is Apple’s first participation in the Tmall “Double 11” promotion. The official Weibo of the Tmall spokesman said that during this year’s “Double 11”, Apple’s official flagship store participated in the Tmall “Double 11” 2019 platform subsidy, the highest straight off 1,111 yuan (about US$158).

On November 9, Tmall announced an additional budget of 100 million yuan to subsidize Apple’s official products.

On the “Double 11” day, Apple’s official flagship store, including iPhone, iPad, Mac, Airpods and other in-store products, participated in the 24-month interest-free installment payment, iPhone 11 buyers could save 300 yuan after the receipt of the coupon and Airpods Pro 60 yuan off. In this way, Airpods cost less than 3 yuan a day; and, iPhone 11 less than 8 dollars a day.

JD (Jingdong) also introduced a super-billion subsidy (10 billion yuan).

After entering the corresponding interface of JD platform, users could receive corresponding coupons. Among them, iPhone XS and iPhone XS Max offered 3,000 for over 8,000 yuan spend, or 1,800 yuan off 3,000 yuan spend.

iPhone 11 Pro / Pro Max offered 500 yuan discount for over 8,000 yuan spend , iPhone 11 300 yuan off 5,000 yuan spend. At the same time, the purchase of some iPhones could enjoy 12-month interest-free installment plan applying JD Credit Coupons.

According to the “Double 11” report data released by Jingdong, Apple’s sales ranked first on November 11th. At the same time, Apple was also the cumulative best-selling brand from November 1st to 11th, followed by Huawei, Honor (Huawei), Xiaomi, Vivo and Oppo.

The fast rising social e-commerce platform Pinduoduo also provided heavy subsidies for iPhone buyers.

iPhone demand is strong in China. From a note to clients by UBS:

Monthly government data suggests overall iPhone demand in China was strong in the month of September, up ~230% vs. ~110% monthly growth last September. This is wholly consistent with recent procurement data/estimates from the UBS Asia Hardware team.

In the week ahead of this year’s Double 11 (4 Nov – 10 Nov), iPhone was ranked first by search volume on Baidu in the smartphone category, followed by Huawei and Xiaomi. iPhone’s media coverage was ranked second after Huawei in the same period according to data from Baidu.

In preparation for the “Double 11”, Changshuo Technology, an Apple foundry in Pudong, Shanghai, worked overtime to ensure the “Double 11” supply of the iPhone 11.

The level of marketing and advertisement put into new products by Apple is probably the largest.

In my visits to several tier-2 to tier-3 cities in China, iPhone 11, 11 Pro, and iWatch video ads were all over Chinese digital media across both desktop and mobile. Review articles on WeChat content network (Official Accounts) and Weibo were hard to miss.

Top Mini-Programs in Oct 2019; China’s mini-apps war led by online shopping

Alibaba kicked off its 2019 Double Eleven Global Shopping Festival 2019 last week, with a focus on “new consumption,” “new business” and actively contributing to a greener society.

“Our goal is to stimulate consumer demand and support lifestyle upgrade in China through new brands and products. We will enable merchants in China and around the world to grow their businesses through data-driven product innovation and consumer insights, as well as leverage our recommendation technology and content-driven user engagement to delight consumers in urban coastal cities and less-developed areas of China,” said Fan Jiang, president of Taobao and Tmall. “Given its scale, minimizing environmental impact is essential and our technology will ensure it is a green Double Eleven Global Shopping Festival.”

A star-studded gala in Shanghai will count down to the world’s busiest 24 hours of shopping on the evening of November 10th.

New Consumption

The Double 11 Global Shopping Festival, which culminates on November 11, taps a global supply chain to meet the growing demand of Chinese consumers for new brands and new products. Over 200,000 brands are participating, one million new products are on offer and more than 500 million users are expected to participate in this year’s festival – about 100 million more than last year. Estimated consumer savings from brand and platform promotions and coupons are around RMB 50 billion.

Tmall Collection celebrated the start of Double 11 Global Shopping Festival with a two-hour show last week, which was livestreamed across 17 online media channels. Powered by “See Now, Buy Now” technology, new products are immediately available to order in presale for the first time. Expanding on previous years, featured categories in the show include fast-moving consumer goods and electronics, as well as fashion apparel and accessories.

New Business

Thousands of merchants have upgraded to Tmall Flagship Store 2.0 in preparation for the Double 11 Global Shopping Festival. Version 2.0 offers new features and tools that enable brands to further engage with their customers through rich, interactive content and an omnichannel experience.

The upgrade, rolled out several months ago, offers brands the ability to customize their flagship store to offer an immersive experience to consumers. It personalizes content and product promotions for different types of customers based on their profiles. Over the next year, Tmall expects several thousand brands to upgrade their storefronts to 2.0.

Less-Developed Markets

For the first time, Alibaba held a concurrent kickoff event in the northeastern city of Harbin, underscoring its focus on serving consumers and small businesses in China’s less-developed markets. In the last quarter, over 70% of Alibaba’s new annual active consumers came from lower-tier cities.

“The success of our focus on less-developed markets in China is reflected in our new customer acquisition growth,” said Alibaba Group CMO Chris Tung. “We are equally driven to help local enterprises and factories digitize, which improve their operational efficiency and ability to engage with customers across the country.”

Alibaba has already helped over 1,000 factories digitize their operations, giving them access to analytics and Internet of Things technology for the first time.

Their goal is to eventually foster 100,000 brands, create one million jobs and nurture 10,000 digital factories. Through the Alibaba Business Operating System, their operations will become more efficient while product innovation and development will be accelerated.

Alibaba Double 11 Around the Globe

More than 22,000 international brands from 78 countries and regions will participate in this year’s Double 11 on Tmall Global, Alibaba’s cross-border online marketplace, providing an expansive international product selection for consumers.

For the second year, Lazada will take part and expects its “shoppertainment” – an innovative blend of shopping and entertainment – to attract a record number of participating merchants and consumers in its six markets.

While continuing to serve over 200 countries and regions, AliExpress will enable local merchants from Russia, Spain, Italy, and Turkey to participate in Double 11 for the first time.

Daraz disrupted South Asia’s retail market with Double 11 last year and is gearing up again with celebrations in Pakistan, Bangladesh, Sri Lanka, Myanmar, and Nepal. India will celebrate with the UC Shopping Fest, in association with Paytm, VMate and 9Apps.

Fliggy will offer 30,000 different vacation packages to over 200 destinations to feed the wanderlust of Chinese tourists. Thousands of travel experts will offer tips and suggestions via livestreams during this year’s Double 11.

Greener Double 11

Cainiao and its partners will make November 20th a day focused on the recycling of cardboard packaging. They will work to convert 75,000 locations into permanent recycling stations, and express courier companies to pick up used cardboard boxes and wrapping.

Consumers will be incentivized to recycle through rewards of “green energy” points on Ant Forest.

Alibaba Cloud expects to save 200,000 kilowatt hours of energy on November 11th at its data centers, which will be powered by renewable energy and energy-conserving technology such as liquid-cooled servers.

Tmall Hey Box: Alibaba’s best seller incubator for top brands

The largest annual shopping festival in China Double 11 is less than two months away; Alibaba’s B2C e-commerce platform Tmall has kicked off this year’s campaign last week. Tmall stores can apply for their participation in Double 11 2019 from 12 September to 20 September.

Tmall Double 11 presale will start on 21 October and reach its peak on 11 November 2019.

Tmall will review and approve merchants to participate in this year’s Double 11 based on their historical activity and performance. And, participating brands and merchants are required to provide coupons and discounts to shoppers and sign up delivery insurance for orders during the campaign period.

Tmall also recommends merchants participate in price protection scheme for consumers’ better shopping experience. Products for Double 11 Festival are required to apply no less than 10% discount off the corresponding lowest regular pricing.

Tmall also has a strict requirement on the shipping dates. All ordered during 11-15 Nov must be shipped before 18 November. The same requirement applies to its cross-border shopping platform Tmall Global.

As usual, participating merchants must provide free shipping. And, for Tmall Global merchants, they should cover the import tax too except for some products with higher discounts.

China’s cross-border e-commerce users overview 2019

The record-breaking 213.4 billion yuan gave this year’s Tmall Double 11 a good ending. Some turned their attention to the performance of top retailers and wanted to check out what they did to achieve such success.

Double 11, named after Singles’ Day (or Bachelor’s Day) in China on 11 November, is the biggest shopping festival of the year. The magic cannot happen in one day. Let’s see the marketing tactics deployed by the top players for Double 11.

Alibaba Taobao’s “Double 11 Partner”

Alibaba created new gameplay for social marketing, that’s Taobao “Double 11 Partner”. Alimama, Alibaba’s big data marketing platform, supported this with data and 3 million Taobaoke (affiliates). Under “Double 11 Partner” program, anyone could be a Taobaoke.

From October 20th to October 31st, as long as consumers set up the “Double 11 energy PK team” or was invited to one such team, what he need to do was to encourage others to like it. If his team wins, he will get a specific bonus. For instance, 100 energy points could exchange for 1 yuan.

Either inviting others or liking other teams, users connect to the gameplay of energy for red envelope. The gameplay is everywhere in Alibaba-affiliated apps and channels.

Red envelopes are gifts presented at social and family gatherings such as weddings or holidays such as Chinese New Year. The red color of the envelope symbolizes good luck and is a symbol to ward off evil spirits.

Users can generate energy points in all related apps, even in the offline Hema grocery/restaurant stores. All energy points made will become red envelope for shopping on the very day of Double 11.

Such gameplay not only brought traffic to Alibaba, more importantly, it also integrates all channels and makes them connected. In this way, Alibaba knows its consumers better.

Luckin Coffee sold 5.15 million cups of coffee by sending coupons

Consumers can get two coffee coupons after buying one coffee, which means they can get three coffees at one coffee’s price.

Luckin Coffee attracted lots of new consumers. It worked exceptionally well among the white collar who are likely to invite others to buy together to get more coupons and waive delivery fees. And, it also retains existing customers at the same time.

Driven by this marketing strategy, Luckin Coffee successfully sold 5.15 million cups of coffee on Double 11.

Weilong, a snacks brand, taking advantage of Tmall marketing tactics

Weilong took advantage of Tmall’s promotion for Double 11 “50 yuan off 400 yuan purchase” to make itself a good option when lots of consumers’ total purchase order didn’t reach 400 yuan.

It specially arranged an exclusive landing page for this promotion tactic making it very easy to be understood and adopted by online shoppers.

Viya, the top Taobao host socialized Taobao

Online celebrities’ Taobao shop has become an important force for Double 11.

The 33-year-old top Taobao streaming host Viya has 3.67 million followers on Taobao. She earned 30 million yuan last year, the number 1 host of Taobao. A week right before Double 11, Viya did one live streaming every day. On average, she introduced 60 products in every live streaming.

Besides live streaming, Viya also took advantage of Weitao, Tik Tok, and Weibo to make a 1,000 must-buy lists for her followers. She also interacted with her followers to choose a special one who wins the online lottery and gets a million yuan valued prize, sponsored by 100 brands.

Read the story of this Taobao celebrity who sold 300 million yuan products on Double 11.

Related eBook: 7 lessons from Double 11 marketing campaigns

What have Chinese consumers bought during Tmall Double 11, the world’s largest e-commerce shopping event? Which categories are big winners? How much have they spent? Do people regret spending too much? Nearly 70% of respondents were buying “more than last year” (35%) or “same as last year” (33%). Apparel was still the most popular one among physical goods categories. Hotel and video websites were big winners.

Alibaba’s Tmall Double 11 has entered its 10th year. Chinese young people jokingly named November 11 as “Singles Day” many years ago because all digits for this day are the lonesome “1s”. Alibaba Group saw a commercial opportunity and in 2009 launched an online sales festival to “celebrate” the Singles Day.

Many analysts were skeptical about the sales performance for Double 11 this year. Because many people were complaining there were too many e-commerce festivals now in China and the rules for discounts on Double 11, if they did exist, were too complicated to follow.

However, the sales performance held up. Chinese consumers bought goods worth of 213.5 billion yuan in 24 hours on Alibaba’s two e-commerce platforms (B2C Tmall and C2C Taobao), 27% higher than a year ago. Alibaba’s biggest competitor JD.com also sold nearly 160 billion yuan worth of goods from November 1 till 11, an annual increase of 25.7%.

Even though e-commerce retailers continued to break records, the growth rates have inevitably declined. Here are seven findings learned from consumers’ intention and actual purchasing behavior before and after Double 11.

1. Among all respondents, 8% didn’t buy anything on Double 11. The most mentioned reason is “I don’t have anything particular I want to buy” (54%). Only 26% mentioned “there is no real discount on Double 11” while 22% mentioned “too complicated discount terms and policy”.

2. Nearly 70% of respondents were buying “more than last year” (35%) or “same as last year” (33%). There were also 19% buying less than last year.

The actual spending was lower than planned. The mean budget before Double 11 was 3,048 yuan, but the actual mean spending was only 2,657 yuan – 13% lower than planned. Looking into gender differences, male consumers spent 18% less than their plans, while female spent only 8% less than plans. On average, each male consumer spent 320 yuan less than female.

3. Tmall, Taobao, and JD.com have become formidable distant leaders in the e-commerce landscape. Pinduoduo, the social shopping app which gained popularity through WeChat groups, was a fast-rising star.

During the 24 hours of Double 11, 70% of respondents bought through Tmall, followed by Taobao (58%) and JD.com (52%). In the Pre Double 11 survey, five e-commerce platforms were mentioned by between 10% to 20% respondents. But in the Post Double 11 survey, only Suning (9%), VIP.com (8%), and Pinduoduo (8%) were close to 10%. Given Pinduoduo’s short history, it has already made a lot of progress and has been among the second tier e-commerce platforms.

On average, each respondent bought from 2.52 e-commerce platforms, but they mentioned 3.62 platforms in the Pre Double 11 survey. Hence, an e-commerce platform had to edge onto a consumer’s top 3 shopping destination list on Double 11, or it would be in a very weak position.

4. Among physical goods categories, apparel was still the most popular one. 65% of respondents said they’d bought apparel, only 5 percentage points lower than in Pre Double 11 survey.

54% of respondents bought food, which was the second most bought category and the only category whose actual shopping proportion was higher than planned (3 percentage points higher).

Compared with Pre Double 11 survey, many categories had fewer shoppers than expected – big losers being shoes (planned 52% vs. actual 43%), luggage and bags (22% vs. 15%), and toys (21% vs. 12%).

5. Hotel and video websites were big winners. More virtual goods have joined Double 11 to earn a bigger share of consumers’ spending. And it worked out nicely: 21% of respondents bought virtual goods (such as game account credit, software subscription fee, mobile phone bill credit, etc.); 20% of respondents bought services (such as air tickets, hotel nights, gym membership fees, etc.).

Among those who bought virtual goods, video website’s membership was the best seller. 70% of respondents bought it, 4 percentage points higher than Pre Double 11 survey. Among those who bought services, half of them bought hotel rooms while 30% of them bought air tickets.

6. New Retail, which was first promoted by Jack Ma, Alibaba Group founder and Chairman, in 2016, meant the convergence of online, offline, and logistics to better serve consumers in the future. However, only 29% of respondents joined offline sales activities on Double 11, 5 percentage points lower than planned.

7. Generally speaking, Chinese consumers have become more sophisticated and learned how to control their spending wisely. When asked did they feel they’d spent too much on Double 11, 60% said: “I bought just right amount!” Another 15% said “I don’t really care whether it’s too much or too little”. Only 12% regretted. (Female were more likely to regret as it was female 15% vs 9% male.)

This post was originally published on Kantar.com.

71 brands exceeded 100 million yuan (US$14.37 million) in GMV in the pre-sale period of Double 11. Among that, 15 brands came from Tmall apparel, i.e. Nike, Adidas, Puma, Lining, Converse, Anta, Fila, Skechers, New Balance, Underarmour, Uniqlo, Eifini, Only, Vero Moda, and Bosideng. The same figure was only 40 in last year’s Double 11. 

14 brands were from consumer electronics, namely, Apple, Huawei, Xiaomi, Vivo, Honor, Haier, Midea, Siemens, Gree, Aux, Hisense, Fotile, Dyson, and Ecovcs.

The story of a Taobao celebrity who sold 300 million yuan products on Double 11

Three brands are from autos, namely, SAIC Volkswagen, Buike, and Lincoln.

17 brands came from makeups, personal care, and maternal & child, namely, Lancome, Estée Lauder, Olay, SK-II, L’Oreal, Pechoin, HomeFacialPro, Innisfree, Elizabeth Arden, Shiseido,  La Mer, Ya-Man, Whoo, Ssulwhasoo, MAC, P&G, and Purcotton.

20 brands were from home decoration, for instance, Linshimuye, KUKA, QUANU, CHEERS, Nabel, Sophia, tata, Shangpin Home Collection, and OPPEIN.

YA-MAN and MOONY were the only two brands in Tmall Global saw GMV hit 100 million yuan in pre-sale.

Consumer electronics: Apple, Huawei, and Haier all in the “100 million yuan club” On November 1st, total pre-sale GMV of Tmall consumer electronics increased by roughly 6 times year-on-year, which remained to be the top platform for smartphone and home appliances.

To be specific, GMV increased by 15 times for smartphones, 10 times for digital 3C, and 4 times for large home appliances.

Notably, Xiaomi’s flagship smartphone MIX3 was sold out at the moment the sale started, Honor’s Magic2 was sold out in the first 5 minutes, and nearly 10 thousand vivoZ3 sold out in 10 minutes.

16 thousand pieces of Haier 10KG tumbling-box washing machine sold out in two days. 20 thousand Dyson supersonic hairdryer and over 50 thousand vacuum cleaner were pre-sold accumulatively.

Apple, Huawei, Haier, Xiaomi, Midea, Siemens, GREE, Dyson, and ECOVACS had already marched to the “100 million yuan club” as of November 2nd. Among them, sales of hot items like iPhone X, iPhone XS Max, Huawei Mate 20 Pro, Apple iPad 128G, and Apple iPad 32G all exceeded 100 million yuan.

How the biggest shopping festival affects China e-commerce apps users growth, engagement, and loyalty

Top pre-sale brands as of November 2nd

Top smartphone brands were Apple, Xiaomi, Vivo, Huawei, honor, Oppo, Meizu, Samsung, Nokia, and Meitu.

Top home appliances brands were Midea, Supor, Joyoung, Ecovacs, Philips, Roborock, A. O. Smith, Flyco, Bear, and Haier.

Among them, hot items were Xiaomi Mijia Vacuum Robot Cleaner, Roborock S51 Smart Robot Vacuum Cleaner, Roborock S50 Smart Vacuum Robot Cleaner, Midea WH2202S induction cooker, A. O. Smith NL1200D Water Purifier, ECOVACS Cleaning Robots, Midea Simple301 electric cooker, ECOVACS Deebot  DT85G Robot Vacuum Cleaner, Midea Simple 101 electric pressure cooker, and OGAWA OG7508S massage sofa.

Tmall Double 11 has become the best timing for launching new consumer electronics products. iPhone XR, Huawei Mate 20 series, Xiaomi MIX3, honor Magic, Dyson Airwrap, and Beats Solo3 Mitch Limited Edition were all in a hurry to catch up with Tmall Double 11.

Apparel: sales of down jacket increased by 90%

It seems that consumers wanted to take advantage of Double 11 to buy everything they might need for a year round.

Over 60 thousand Newbalance565 and 50 thousand MiiOW long underwear suits for couples were pre-sold. Though the snow season had yet to come, 80 thousand snow boots were pre-sold. The sales of down jacket increased by 90%.

The youngest who is in pursuit of street fashion showed extraordinary consumption power. The sales of Edison Chen founded Clot grew by around 60% year-on-year; sales of celebrities Jerry Lee and Wilber Pan co-founded NPC increased by 55% year-on-year; sales of Aape that was under the brand of HK I.T group rose by 45% year-on-year.

Luxury or affordable luxury products were hot. Sales of fur were almost doubled compared with last year’s.  Limited-edition scarves by Burberry were sold out on the first day of pre-sale.

Cosmetics and toiletries: 50 thousand Philips electric toothbrush sold out

Pre-sale GMV of Lancome, olay, Estée Lauder, SK-II, L’Oréal, Sulwhasoo, Elizabeth Arden, and Procter & Gamble were all hit 100 million yuan.

Beauty apparatus generated double sales compared with the previous year. An eyeshadow that was co-branded by domestic brand Perfect Diary and the British Museum sold out at a fast speed of one in every 11.5 seconds. 100 thousand HomeFacialPro’s Hyaluronic Acid Stock Solution – last year’s most trending brand- were sold out.

140 thousand OLAY White Radiance Light Perfecting Essence 50ml sold out in just 4 days of the pre-sale period. Around 20 thousand Givenchy Le Rouge were sold in less than five days. MAC sold over 500 thousand lipsticks in the pre-sale period.

Philips sold 50 thousand electric toothbrushes in the first one minute. Crest sold 6 thousand and 80 thousand 3D White toothpaste in the first one minute and ten days, respectively. Lancome sold 10 thousand Tonique Confort in every minute.

Food & Beverage: sales of 1919 increased by ten times

Pre-sales of KFC increased by 70.4% year-on-year, 5 thousand KFC and Tmall co-branded card were sold out at the moment it launched.  1 million KFC Original Recipe were sold. Three Squirrels new product Trembling Noodle were sold 10 thousand buckets.

1919.cn, an online wine, and spirits shop that has recently received 2 billion yuan investment from Alibaba saw sales of its Tmall flagship store grew by 1,000% year-on-year.

Roughly 80 thousand cars were booked

Autos saw record sales in the pre-sale period. 90 Land Rover at a fixed price of 265.9 thousand yuan was sold out. Buick sold 7,000 cars in a week, over 1,000 consumers in rural areas placed orders through rural Taobao partners. Over 600 high-end Lincoln was booked in 5 days with 300 thousand new customers following its Tmall flagship store.

Users booked a total of 80 thousand cars on Tmall, equal to the entire years’ sales of 30 4S shops.

Alibaba Health: medical beauty services increased by 533% as of October 30th

Online celebrities played a role in the big sales of traditional tonic. The Internet celebrity Li Ziqi’s shop sold 13 thousand jars of Changbaishan honey. For the dietary supplement, BY-HEALTH sold 22 thousand cans of collagen powder, which was bundled with celebrity Cai Xukun-tailored gift.

Inspired by Chinese famous chili sauce Lao Gan Ma’  hoodies that were sold at the New York Fashion Show, several mind-blowing cooperation had sprung up in health care. For example, Durex and Cat’s Kitchen sold 8,000 items of their co-branded popping candy and ultra-thin condom gift box. TongDaoDaShu, a prominent social media influencer, and Omron sold 9 thousand pieces of their co-branded low-frequency massage device.

Fliggy: five-star hotels and business class tickets were the most popular

High-end hotels like Marriott, Hilton, Hyatt, and InterContinental sold 35o thousand night rooms. Airlines also sold 7.5 thousand business class tickets through Fliggy.

Over 200 thousand consumers paid attention to travel products about Hong Kong. Sales of Lao’s hot tourist route was increased by 4 times year-on-year. 16 thousand visas of top destinations Japan, Philippines, and Thailands were booked.

Marriott launched several hundred Double 11-tailored products. Its limited edition pass card for celebrating the coming new year was sold out in two days.

Several online travel agencies united with Tmall Double 11 to release more membership profits like shared membership system and exclusive discounts. For example, Singapore Airlines had shared its membership system with Fliggy on October 28th; the stock was running out in just half an hour after it opened the registration system.

With 180 thousand brands participating this year, which was only 27 brands in the first year of 2009, Tmall Double 11 had become the commercial Olympic for global brands, to a certain extent.

Find out Tmall Double 11 highlights or Double 11 statistics of top retailers & top 50 Tmall stores in 2018

The Double 11 rising on the popularity of China Singles’ Day (Nov 11) is growing bigger every year. Top e-commerce players all saw record-breaking sales on this very day. Sales on Tmall reached 10 billion yuan in 00:02:05, sales on NetEase Kaola exceeded 100 million yuan in 00:03:49, and GMV on Suning exceeded 100 million yuan and 1 billion yuan in 4 seconds and 50 seconds, respectively.

Orders on Vipshop hit 2 million in one hour. GMV on JD exceeded 100 billion yuan in 10 days during this shopping festival. Xiaomi new retail saw GMV reaching 100 million yuan in 36 seconds.

Tmall

This year, Tmall took 00:02:05 to hit 10 billion yuan, 01:47:26 to reach 100 billion yuan, and 10:28:30 to exceed US$20 billion. GMV totaled 213.5 billion yuan (US$30.7 billion) by the end of Double 11.

Tmall logistics orders exceeded 1 billion as of 23:18:00 on Double 11.

The first cup of Starbuck Coffee was delivered by Ele.me “Starbuck Deliver” to a Shanghai consumer in the first 9 minutes 2 seconds on Double 11. Starbuck takeaway has covered 17 cities with over 1400 stores at the very day of Double 11.

The first Tmall Supermarket parcel- a piece of spring water- was delivered to a Qingdao consumer in eight seconds. A consumer living at Putuo District, Shanghai, received a cocktail cabinet from Cainiao-cooperated RRS Logistics 12 minutes after Double 11 begins.

Top 50 Tmall Stores by GMV on Double 11

Jingdong (JD.com)

Total orders from 00:00:00 1 Nov till 22:56:00 10 Nov exceeded 100 billion yuan on Jingdong (JD), which reached 159.8 billion yuan as of  24:00:00 11 Nov, an increase of 25.7% year-on-year.

Smartphone, TV, Huawei, wash machine, and Nike were the most searched keywords. Notably, the sales of TV and air conditioner hit 100 million yuan in 36 seconds and 40 seconds, respectively. The sales of refrigerator and wash machine exceeded 300 million in 3 minutes.

The sales value of laptops in the first 10 minutes reached 2 times as much as last year’s. The sales volume of the translator, student tablet, and keyboard and mouse reached 36 times, 4 times, and 4 times as much as last year’s, respectively.

The total GMV of JD.com for the 11 days ending on 11 Nov reached record 159.8 billion yuan.

NetEase Kaola

Netease Kaola saw sales hit 100 million in the first 3 minutes and 49 seconds and exceeded the entire sales of last year’s in 78 minutes on Double 11. Total GMV reached 4.3 billion yuan, a 140% increase year-on-year.

A consumer living at Jinhua, Zhejiang received an imported paper diaper from NetEase Kaola in the first 26 minutes.

Suning.com

GMV of Suning.com on Double 11 exceeded 100 million yuan and 1 billion yuan in the first 4 seconds and 50 seconds, respectively. Its one-hour sales increased by 153% year-on-year. The sales of air conditioner hit 100 million yuan in just 35 seconds. As of 18:00:00, its online orders grew by 132% year-on-year and offline orders increased by 96% year-on-year. Total GMV was 14.8 billion yuan, an increase of 44.8% year-on-year.

Total orders on Suning Supermarket increased by 500% in the first hour. Among that, fresh food increased by 800%. The top 5 cities contributing most GMV on Suning were Beijing, Shanghai, Guangzhou, Nanjing, and Shenzhen.

Driven by free logistics and shopping coupons, Suning.com saw orders of products  (ships from and sold by Suning.com) less than 86 yuan increased by 6 times from 1 Nov till 1:00:00 11 Nov. Its first delivery on Double 11 was sent to Haikou in 9 minutes 48 seconds.

Sales on Suning Supermarket and Readbaby increased by 546% and 151% year-on-year, respectively.

Vipshop

Double 11 started from 20:00 10 Nov on Vipshop. Orders exceeded 2 million in the first hour. The first package was delivered in 12 minutes 25 seconds after 11.11 begins. Orders exceeded 8 million in 12 hours 11 Nov, 30% of which was placed by post-90s. Especially, 97% of orders were placed via mobile devices.

Post-90s accounted for 40% of Vipshop’s customers as of Q1 2018. Moreover, nearly 50% of its newly added customers were post-90s, whose favorite products were the facial mask, skin care products, and women’s boots.

Xiaomi

Xiaomi new retail omnichannel saw sales exceeded 100 million and 5 million in the first 36 seconds and 13 minutes and 37 seconds, respectively. The sales on its Xiaomi flagship on Tmall hit 100 million and 5 million in 56 seconds and 33 minutes and 8 seconds, respectively.

Its first order – Mi TV 4S 65 Pro – was placed in the first 19 seconds on Double 11 in the Mi experience store that locates at Golmud, Qinghai with an attitude of 278.0 meters. Its over 5,000 offline stores shared the same discounts as online on Double 11. The sales of Mi Notebook hit 3 billion yuan as of 12:00 on Double 11.

Double 11 Sales of Luxury Goods

The luxury apparel and cosmetics brands, high-end products, and imported products were all booming on Double 11.

LA MER’s 17,200 yuan-priced global limited edition was sold out in the first hour on Double 11, 10 times as much as the total of previous 10 months. 300 thousand bottles of Lancome Tonique Confort was sold in the first 8 hours.

The Italian brand VERSACE that just participated in Tmall Double 11 for the first time saw booking 20 times as much as one day sale in the first three days of pre-sell. 2.83 million Canadian sweep shrimps, 1.37 million Australian steaks, and 140 thousand Mexican avocadi were sold within one hour.

Top 5 countries selling to China on Double 11 were Japan, the U.S., South Korea, Australia, and Germany.

Top 5 popular imported brands among Chinese consumers on Double 11 were Swisse, KAO, Moony, Aptamll, and Dr.Ci.Labo.

More and more paying for hobbies

At the time when sales of brand new smartphones like iPhone XS Max, iPhone XR exceeded 100 million in 30 minutes, DJI Osmo Mobile 2 UAV, GoPro HERO7 Black, and ThundeRobot 911 ME Game Notebook were sold out. 5 thousand Xingxing Lenglian household freezer were sold in 20 minutes.

Seeing from JD’s performance, sales volume of UAV and noise-cancellation headphone, smart pet products, and health and workout kind of dietary supplement increased by over 400%, 600%, and 225% year-on-year, respectively.

As for Suning, sales volume of Smith water heater exceeded 1.5 thousand. Sales volume of electric warmer increased by 321% year-on-year.

Integration of online and offline in new retail is necessary

The first cup of Starbuck coffee was sent by Ele.me “Starbuck Deliver” to a Shanghai consumer in the first 9 minutes and 2 seconds on Double 11.

Tmall had cooperated with 100 new retail business districts, 200 thousand smart stores, 62 Intime Department Stores, 41 Easyhome stores, 100 Hema Supermarkets, 470 new retail supermarkets, and 1 million Ele.me and Koubei businesses to promote Double 11 offline.

Transactions on Xiaomi new retail omnichannel exceeded 4 billion yuan as of 18:00 on Double 11, more than last year’s 2.46 billion yuan on its Tmall flagship shop.

Alibaba Group’s Double 11 Global Shopping Festival is the biggest shopping event. This year, the one-day event brought in over $30 billion in gross merchandise volume. Delivering these $30 billion goods to consumers replies a lot on Alibaba affiliated logistics company Cainiao (majority owned by Alibaba). In 2017, Cainiao delivered 812 million orders. But how?

Cainiao recently opened the biggest automated warehouse in China, in the eastern city of Wuxi. It is part of the company’s first Future Park, a logistics complex run by IoT applications, big data, edge computing, and artificial intelligence to boost efficiencies in the shipping process.

Cainiao uses 700 robots called automated guided vehicles to fulfill orders. The system directs the AGVs to drive, load and unload while planning the best routes to distribute parcels and avoid collision. The robots allow for 50% more orders to be processed within a given time period than a traditional warehouse, according to Cainiao.

AliExpress, Alibaba’s export retail e-commerce platform, and Tmall World, a site aimed at Chinese consumers living abroad, took on a bigger role in this year’s Double 11. Cainiao chartered 51 flights to Western Europe, Russia, and Southeast Asia, as well as about 1,000 shipping containers set for buyers in Southeast Asia and other destinations by sea.

Watch this one-minute video to find out how it works:

Get the latest update on Alibaba Double 11 2018 here.

This year marks the 10th anniversary of Double 11 online shopping festival. The first Double 11 in 2009 brought in US$7.8 million in gross merchandise value (GMV). Total GMV generated in 2017 was US$25.3 billion, which was more than twice the size of Black Friday and Cyber Monday combined.

If you are not familiar with Double 11, visit this page for resources or watch the video below for a quick overview:

This year, 180,000 brands from China and around the world participate. New this year, 200,000 smart stores in China across the apparel, fast-moving consumer goods, beauty products, automobile, and home décor industries help boost traffic to offline and online shopping destinations. Tmall Global provides 3,700 categories of imported goods from 75 countries and regions on its platform.

Offline for Double 11 2018, some 200,000 mom-and-pop stores powered by Alibaba’s Ling Shou Tong provides online sales promotions and augmented reality-based red packets that offer discounts at 3,000 “Tmall Corner Stores.” Rural Taobao will also bring coupons to its services in 800 counties across 29 provinces in China.

Hema, Alibaba’s New Retail supermarket chain, will designate 11.11 signature stores, each featuring a number of promotions. And RT-Mart will complete the makeover of its nearly 400 stores, fully equipping them with New Retail capabilities.

Related: Alibaba Taobao’s marketing strategy for Double 11 in 2018

This year, 500,000 items are available for pre-order on Alibaba’s B2C e-commerce platform Tmall from October 20. Customers can enjoy additional promotional coupons on Mobile Taobao and Mobile Tmall. Specifically, the 2018 Double 11 Global Shopping Festival will have the following features:

Brand Innovation
Tmall will continue to give brands access to new digital capabilities – 180,000 brands from China and around the world will participate in this year’s celebration. 200,000 smart stores in China across the apparel, fast-moving consumer goods, beauty products, automobile and home décor industries will help boost traffic to offline and online shopping destinations. Tmall Global provides 3,700 categories of imported goods from 75 countries and regions on its platform.

International Consumers
Tmall World, AliExpress and Lazada will bring the event to hundreds of millions of overseas users, making 11.11 a truly global event. Lazada will host its first 11.11 Shopping Festival across six countries in Singapore, Malaysia, Thailand, Indonesia, the Philippines and Vietnam, offering more engaged consumer experience and the biggest discounts of the year from LazMall and Lazada marketplace.

Participation of Local Services
Ele.me’s on-demand platform will provide delivery services for select Starbucks stores across 11 Chinese cities, including full-service coverage in Beijing and Shanghai. In addition, 150,000 merchant partners of Koubei will offer half-price discounts on catering, beauty and hair salons and karaoke bars.

New Opportunities for Small Merchants
200,000 mom-and-pop stores powered by Alibaba’s Ling Shou Tong (which translates as “retail-integrated”) will provide online sales promotions, along with augmented reality-based red packets that offer discounts at 3,000 “Tmall Corner Stores.” Rural Taobao will also bring coupons to its services in 800 counties across 29 provinces in China.

Dining and Supermarket
Hema supermarket will designate 11.11 signature stores featuring a number of promotions. RT-Mart will complete the makeover of its nearly 400 stores, fully equipping them with New Retail capabilities.

Star-studded Entertainment
Tmall Collection’s “See Now, Buy Now” Fashion Show will be broadcast live on ten platforms including Taobao, Youku, Weibo and Toutiao on October 20, starting at 6pm in China. This will provide millions of customers the opportunity to buy their favorite items on the spot and vote for their favorite looks to create a trend report. In addition, the signature countdown Gala will be held on November 10 in Shanghai’s Mercedes Benz Arena, featuring renowned stars.

Local Services, Entertainment on Display

Local services will be a focus of this year’s 11.11. Ele.me’s on-demand platform will provide delivery services for select Starbucks stores across 11 Chinese cities, including full-service coverage in Beijing and Shanghai. In addition, 150,000 Koubei merchant partners will offer half off on catering, beauty and hair salons and karaoke bars.

Entertainment is also going to be front-and-center for the festival. Tmall Collection’s “See Now, Buy Now” fashion show will be broadcast live on 10 platforms, including Taobao, Youku, Weibo and Toutiao on Oct. 20, starting at 6 p.m. in China. Millions of customers will have the chance to buy their favorite items on the spot and vote for their favorite looks to create a trend report. In addition, the signature countdown gala will be held on Nov. 10 in Shanghai’s Mercedes Benz Arena, featuring renowned stars.

In addition to the popular “See Now” and “Buy Now” features, this year’s fashion show also introduced a new interactive feature, “Play Now.”

Viewers had a chance to vote for their favorite outfits to create a trend report while watching the show. While watching online, the consumers were able to choose among four fashion styles and vote for the “next hot items,” providing insights and instant feedback to participating brands.

AliExpress, which sells Chinese goods to consumers overseas, and Tmall World, a site aimed at Chinese consumers living abroad, are taking on a bigger role in this year’s 11.11. In expectation of an increase in cross-border shipments, Cainiao has chartered 51 flights to Western Europe, Russia and Southeast Asia, as well as about 1,000 shipping containers set for buyers in Southeast Asia and other destinations by sea.

Alibaba Tmall Double 11 2018 Statistics

• 00:02:05 RMB 10 billion
• 00:04:20 19.1 bn yuan, reaching the entire sales on Double 11 2012
• 00:12:14 36.2 bn yuan, reaching the entire sales on Doulbe 11 2013
• 00:28:41 52 bn yuan
• 00:35:17 57.1 bn yuan, exceeding the entire sales of Double 11 in 2014 (01:00:49)
• 00:57:56 66.6 bn yuan
• 01:16:37 91.2 bn yuan, exceeding the entire sales on 11.11.2015. Singles’ Day 2017 took 07:22:54 to reach the same GMV
• 01:47:26 100 bn yuan, Doulbe 11 2017 took 09:00:04 to reach the same number
• 06:04:12 111.1 bn yuan, Double 11 2017 took 10:54:26 to reach the same number
• 08:08:52 120.7 bn yuan, exceeding the entire sales on Double 11 2016. Double 11 2017 took 13:09:49 to reach the same number
• 10:28:30 US$20 billion
• 12:08:40 150 billion yuan
• 15:49:39 168.2 billion yuan, the full day GMV in 2017
• Total: 213.5 billion yuan (US$30.7 billion)

Statistics: Alibaba Double GMV 2009-2018

Tmall Sales Highlights

• Total sales of cosmetics products exceeded last year’s total in 3 hours and 30 minutes
• Total sales of Tmall Supermarket and Tmall Global exceeded last year’s total in less than 8 hours respectively
• Total sales of pharmaceuticals exceeded last year’s total in less than 10 hours
• Total sales of automotive segment exceeded last year’s total in 10 hours
• Top 10 regions by sales as of 12pm: Guangdong, Zhejiang, Jiangsu, Shanghai, Beijing, Shandong, Sichuan, Henan, Hubei, Fujian

Find out the performance of other retail & e-commerce companies here.

Check out our latest eBook on Double 11

Tmall Double 11 global shopping festival 2018 is expected to double its sales value in the UK, according to the e-commerce delivery firm ParcelHero. 

Many well-known retailers such as New Look have launched their flagship stores at Alibaba’s Tmall and marked good sales during Double 11. Meanwhile, lots of users in the UK have participated in the shopping festival through AliExpress, Alibaba’s cross-border export retail platform.

Tmall generated US$25.3 billion in global market during the shopping festival last year, dwarfing the combined sales of Black Friday and Cyber Monday, which was US$14.48 billion.

AliExpress will play a far more important role in this year’s Double 11, considering it has become one of the popular e-commerce platforms in many European countries, such as the UK, Spain, Poland, France, and Italy. It is also expanding quickly in Eastern Europe at over 50% growth.

Besides a wide variety of products, Alibaba also provides a set of infrastructural services including payment, logistics, and technology to European partners.

This year’s Double 11 mega-event will last for 48 hours to be truly global. Stating at midnight on November 10, 2018, in Sydney, promotional activities will be held in correspondent countries.

Furthermore, AliExpress has collaborated with Cainiao, Alibaba’s logistics network, to create a European e-commerce hub centered at Belgium Liège Airport. Thanks to that, the best-selling products stored at overseas warehouses would be able to be delivered within 72 hours to half of the European markets.

Continue to read Alibaba Taobao’s marketing strategy for Double 11 in 2018 »