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.
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. 11th 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. 1st.
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.
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.
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.