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.
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
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 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.
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.
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 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.