Alibaba’s Tmall kicked off the Double 11 Shopping Festival 2022 at 8:00 p.m. on October 24. Compared with the pre-sale started on October 20 or 21 in previous years, the pre-sale time of this year’s Double 11 has been shortened.
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%.