Chinese shopping festival: Double 11!

Have you ever heard about something called “double 11“? If you don’t know double 11 Global Shopping Festival, you must know Black Friday. The double 11 is the world’s largest shopping festival with 24-hour online sales, started on Nov. 11 at midnight China Standard Time (CST) just like Black Friday in the U.S.A. It was basically created in 2009,  with the participation from just 27 merchants as an event for Tmall.com merchants and consumers in order to raise awareness of the value in online shopping. Seven years later, 11.11 has become a global event with participating merchants in the tens of thousands, buyers in the millions, and total sales in the billions. Actually Alibaba Group’s mission is to make it easy to do business anywhere. The company aims to build the future infrastructure of commerce. It envisions that its customers will meet, work and live at Alibaba, and that it will be a company that would last at least 102 years. [1]

屏幕快照 2016-11-30 下午9.26.20.png

In the West, November 11th isn’t much of a holiday, although it may soon be celebrated among gamers as the day that Skyrim was released. But in China, the day is a celebration of singledom, the anti-Valentine’s day, chosen because the date is 11/11. This year, Alibaba’s Tmall and some other online retailers have planned pretty significant sales for today, and it seems pretty clear that Chinese customers have taken notice. We have heard from the folks at Alibaba that in just the first hour of the sale, Tmall has taken in 439,000,000 RMB (about $68 million). Moreover, this was the hour between 12:00 and 1:00 AM, meaning that it was only the nighthawks who were up late making their sale-priced purchases. The sales day ended, says an Alibaba representative, with Tmall and its sister site, Taobao, totalling $830 million in sales transactions. [2]

Here is some data about Tmall sales on 11.11. You can directly have a perception on about how powerful the purchase ability in China is! [3]

Tmall Stats on Double 11 (Singles Day) in 2016

  • 00:06:52 RMB 10 billion
  • 00:15:45 20 bn
  • 00:40:00 30 bn
  • 01:13:00 40bn
  • 02:30:00 50 bn
  • 07:41:00 60 bn
  • 09:40:00 70 bn
  • 12:00:00 80.7 bn
  • 13:00:00 84.1 bn; mobile accounts for 83.96%
  • 15:00:00 90.3 bn; mobile 83%
  • 15:19:13 91.2 bn, breaking last year’s record. It took JD.com 13:33:29 to break last year’s record on this year’s Double 11.
  • 18:55:36 100 bn; mobile 82%

屏幕快照 2016-11-30 下午9.31.03.png

屏幕快照 2016-11-30 下午9.27.11.png

This year, it takes Tmall less than 7 minutes to reach RMB 10 billion in sales while it took 12 minutes and 28 seconds to reach the same level of sales in 2015. How incredible !

At 24:00:00, the whole day Tmall GMV reached 120.7 billion yuan (US$17.79 bn) with an increase of 32% YoY, covering 235 countries; mobile accounted for 81.87%. The first order on Tmall Double 11 2016 was received only after 13 minutes. Alibaba’s Double 11 online shopping festival in 2016 saw RMB 98.97 billion ($14.6 billion) in GMV generated on mobile devices and 657 million delivery orders, compared with $9.8 billion and 467 million, respectively, in 2015. There were also 1.04 billion payment transactions processed compared with 710 million last year.

屏幕快照 2016-11-30 下午9.26.52.png

Best Selling Brands on Tmall/Taobao on Singles Day in 2016

Mobile phones

  • Xiaomi (China)
  • Huawei (China)
  • Meizu (China)
  • Apple (U.S.)
  • QIku (China)

Women’s & children’s products

  • Balabala (China)
  • Yashili (China)
  • Purcotton (China)
  • Gap (U.S.)
  • Uniqlo (Japan)

Sports products

  • Nike (U.S.)
  • Adidas (Germany)
  • New balance (U.S.)
  • Li-Ning (China)
  • Toread (China)

Automobiles

  • Cadillac (U.S.)
  • Audi (Germany)
  • Buick (U.S.)
  • Kia (Korea)
  • Peugeot (France)

Beauty products

  • Pechoin (China)
  • Kans (China)
  • Chcedo (China)
  • Lancome (France)
  • L’Oréal (France)

So, according to the latest data in the beauty products industry, the best salers belong to the Pechoin company from China. Within 2 minutes, the sales of beauty products rapidly breakthrough one billion. In the first eight hours in November 11, 2016, the sales amount of beauty makeup represented more than the turnover of that day in 2015. SK-II, and Pechoin are two of the 25 lead domestic products and high-end brands, whose sales exceeded 100 million, becomes the first one to join the “billion club” in double 11.

With the theme of “beauty carnival”, nearly a thousand of high-quality brands such as Lancome, SK-II, have promoted many value-added activities for consumers — bring the exclusive start of the new products, same the price worldwide, buy 1 product then send the same products. At 1:00am, a number of high-end cosmetics brands’ turnover  instantaneous is more than the total turnover of the same day, in which SK- II takes only 5 minutes, La Mer, Shiseido and Bobbi Brown takes just 10 minutes. The world’s largest luxury products group LVMH has a really impressive performance: within 12 minutes, Guerlain which is the first time to take part in the promotion in double 11, its turnover has exceeded its monthly sales. Within 15 minutes, turnovers of MAKE UP FOR EVER reached 3 times than the same day last year. Also, Sisley, CPB and Shu Uemura all had really good sales than last years.

In order to support the global growth strategy of Alibaba, here is the most important concept they utilize in the 2016 11.11 Global Shopping Festival– Entertainment and Interactive Engagement.

Entertainment and interactive content will play a significant role in engaging all consumers this year which will help merchants explore new and creative ways to market their brand and products. Some activities include:

On October 23, Tmall hosted an eight-hour fashion show in Shanghai, the largest of its kind in China with 50 international brands and 160 models participating. The show would be streamed live via the Tmall and Taobao mobile apps, during which viewers can pre-order items in real-time as they appear on the catwalk.

From October 21 to November 11, more than 600 international brands would be streaming live broadcasts on Tmall to educate and excite targeted consumers about their brand and 11.11 product offerings. [4]

Alibaba would pilot “Buy+”, the world’s first complete virtual reality (VR) shopping experience, during this year’s 11.11 festival. Shoppers would be virtually transported to select retail stores internationally, and experience the entire shopping process from product selection to payment, all through VR.

屏幕快照 2016-11-30 下午9.26.40.png

The 11.11 Global Shopping Festival Gala on November 10 would feature a series of interactive activities between brands and consumers to drum up excitement towards the countdown of 11.11. Katy Perry would be the headline performer and global ambassador of the event, as well as a line-up of other international celebrities which will be announced at a later date. All the activities all proved their success.

(If you want to know additional history and facts from last year’s festival, as well as the latest news and updates on the 2016 11.11 Global Shopping Festival, please visit Alizila http://www.alizila.com.)

Your devoted concealer indulger, Mingzi,S 

[1] Anonym (2016). 11.11 Global Shopping Festival 2016 : Official program of Tmall Alibaba big event. ONLINE. Available at: http://www.le-furet-du-retail.com/2016/11/11.11-global-shopping-festival-2016-the-official-program-of-the-tmall-alibaba-big-event.html. Last accessed: 30 Nov’ 16.

[2] C. Custer (2016). Just an Hour in, Tmall’s 11/11 Sale Earned 439 Million RMB. ONLINE. Available at: https://www.techinasia.com/just-an-hour-in-tmalls-1111-sale-earned-439-million-rmb. Last accessed: 30 Nov’ 16.

[3] Anonym (2016). Tmall Double 11 (Singles’ Day) Insights 2016. ONLINE. Available at: https://www.chinainternetwatch.com/19176/double-11-2016/. Last accessed: 30 Nov’ 16.

[4] Anonym (2016). 11.11 Global Shopping Festival 2016 : Official program of Tmall Alibaba big event. ONLINE. Available at: http://www.le-furet-du-retail.com/2016/11/11.11-global-shopping-festival-2016-the-official-program-of-the-tmall-alibaba-big-event.html. Last accessed: 30 Nov’ 16.

Featured image:

Image 1:
Anonym (2016). 11.11 Global Shopping Festival 2016 : Official program of Tmall Alibaba big event, Le Furet du Retail. ONLINE. Available at: http://www.le-furet-du-retail.com/2016/11/11.11-global-shopping-festival-2016-the-official-program-of-the-tmall-alibaba-big-event.html. Last accessed: 30 Nov’ 16.

Image 2:
Alizila Staff (2016). Live Updates: Alibaba’s 11.11 Global Shopping Festival, Alizila. ONLINE. Available at: http://www.alizila.com/live-updates-alibabas-11-11-global-shopping-festival/. Last accessed: 30 Nov’ 16.

Image 3:
Anonym (2016). ONLINE. Available at:  http://www.linkshop.com.cn/web/archives/2016/363631.shtml. Last accessed: 30 Nov’ 16.

Image 4:
Alizila Staff (2016). Live Updates: Alibaba’s 11.11 Global Shopping Festival, Alizila. ONLINE. Available at: http://www.alizila.com/live-updates-alibabas-11-11-global-shopping-festival/. Last accessed: 30 Nov’ 16.

Image 5:
Alizila Staff (2016). Live Updates: Alibaba’s 11.11 Global Shopping Festival, Alizila. ONLINE. Available at: http://www.alizila.com/live-updates-alibabas-11-11-global-shopping-festival/. Last accessed: 30 Nov’ 16.

Image 6:
Anonym (2016).  ONLINE. Available at: http://is18.net/bangzhu/anli/201611/20161115143213_296450.html. Last accessed: 30 Nov’ 16.

Image 7:
Alizila Staff (2016). Live Updates: Alibaba’s 11.11 Global Shopping Festival, Alizila. ONLINE. Available at: http://www.alizila.com/live-updates-alibabas-11-11-global-shopping-festival/. Last accessed: 30 Nov’ 16.

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