Double 11: the Shopping Festival in China

In 2019, Tmall Double 11 engaged 500 million consumers and 200,000 brands worldwide. Taking into account all e-commerce platforms (including JD.com, Suning, Tmall, Taobao, etc.), 2019 Double 11 sales within 24 hours reached 60.3 billion USD , with year-over-year growth of 30.1%. In recent years, the global year-over-year growth of the Double mailing lists australia 11 has leveled off, yet several verticals continue to show considerable growth in sales. For example, Tmall has traditionally been stronger in fashion, clothing, bags and accessories . However, last year’s winning vertical was the beauty/cosmetics/personal care industry, which posted an astonishing 64.6% increase, thanks to a strong push from live streaming.

What is the 11.11 day?

Double 11 was created for the first time in 2009 by the Chinese e-commerce giant Alibaba (parent company of Tmall, Taobao, AliExpress, etc.), with the excuse of celebrating November 11, the well-known “Day of the Singles” or “Singles’ Day”. Nowadays it has become the most important online shopping festival in China , attracting other digital platforms to adopt and participate.  This event is not just about driving purchase, but about offering 360-degree entertainment to customers. In DX Leads other editions, e-commerce platforms such as Tmall and JD.com organized large galas and invited the main influencers and celebrities to create a festive atmosphere. The idea is that people buy more things taking advantage of being in a good mood.

 

How is the Double 11 of 2020 planned?

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Despite the current situation due to COVID, Chinese brands and retailers have been busy preparing for the. Double 11 since the third quarter. This year ‘s edition has more strategic significance than ever , as it is not only an indicator of. China’s economic recovery and consumer confidence, but also a great opportunity for brands to strive to meet pending sales targets. and clear surpluses due to the pandemic. E-commerce platforms are also at the foot of the canyon. Tmall has just announced that this year it will have three extra days with the biggest discounts: from November 1 to 3, apart from the traditional 24 hours on November 11. Alibaba estimates that the event will engage 800 million. Consumers, an ambitious 60% increase from the previous year.

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