Double 11 (Singles' Day in China) Guide & Statistics 2021

Double Eleven (11.11) in China, named after Singles' Day Nov 11th, is a special and biggest shopping festival in China. Find out trends, statistics, ... SkiptoprimarynavigationSkiptomaincontent CIW»ChinaRetail&E-commerce » Double11ShoppingFestival Overview Sales History FAQ Overview DoubleEleven(Double11,11.11,or11Nov),a.k.a.Singles’DayFestivalisaglobalshoppingeventinitiatedbyAlibabaandadoptedbyothere-commerceplatformsandretailers.AnothermajorannualshoppingfestivalinChinais618.ConsumerscanexpectthelargestdiscountoftheyearduringDouble11whilebusinessesexpectasignificantportionofannualrevenuesfromthisshoppingfestivalsales.Double112020Statistics» Sales Double11Sales&GMVIn2019,Alibaba’sgrossmerchandisevolume(GMV)forthewholeDouble11eventcameinat268.4billionyuan(USD$38.4billion),anincreaseof26percentfromthepreviousyear.CheckoutAlibabaDouble11GMVhistoricalstatshere.It’stheSingles’DayPromotionorDoubleEleven(Double11)PromotioninChinawhenretailersandmerchantsexpectthelargestsingle-dayorsingle-monthsalesinayear.Related Dossier:Double11–AlibabaDouble11SalesStatsTopDouble11InsightsThestoryofaTaobaocelebritywhosold300millionyuanproductsonDouble11HowthebiggestshoppingfestivalaffectsChinae-commerceappsusersgrowth,engagement,andloyaltyCheckoutAlibabaDouble11GMVhistoricalstatshere.Double11eBooks:7lessonsfromDouble11marketingcampaignsDouble11:China’sBiggestShoppingFestivalHistoricalDouble11trends&salesdataDouble112009-2012–Double112013–Double112014–Double112015–Double112016–Double112017–Double112018–Double112019 History HistoryofDoubleEleveninChinaDouble11hasbecomeaspecialfestivalinrecentyears.Withfourcharactersof“1”,thisdateisknownasSingles’DayinChina.WithheavypromotionsfrombusinessessuchasAlibaba,ithasbecomenowwidelyknownasDoubleEleven(orDouble11),signalingthemostpopularshoppingfestivalamongChineseconsumers.Singles’DayinChinaThepromotionstartedforcelebratingSingles’DayinChina.Singles’DaywasknowninsomepartsofChinaasanunofficialfestivalforthebachelorsbeforebusinessesstartedpushingforconsumptionanditbecameanationwidefestival.Onthisday,youngpeoplewillholdsingles’partiestomatchcouplesorsimplyhavefun.Somechoosetoendtheirsinglelifestatusbyshowingloveorproposingformarriage.AlibabaTaobalDouble11CampaignIn2009,AlibabaheldthefirstDoubleElevenShoppingFestivalonTaobao.com,stormingtheonlineshoppingfortheveryfirsttime.Threeyearslater,withthecoming2012’sSingles’Daysalesevent,morethan10,000businesses,cooperatingwithe-commercesites,werepoisedtorocktheshoppingfestivalagain.Participantstookactiontomeetthisfestival.SomeapparelmanufacturersbegantohoardproductsforthiswinterfromAugust.Andtheymadefullpreparationforsupplyingchainsandstaffarrangements.ChinaExpressAssociationorganized“DoubleEleven”meetingstodiscussmeasurements. MajorlogisticscompanieslikeEMS,Shentong,Yuantong,HomeDelivery… recruitthousandsofnewstafftomeettheneedofpeakonlineshoppingperiods.Double11Singles’DayPromotionsonMajorOnlineRetailWebsitesBigpromotionsinthenameofcelebratingDouble11Singles’DayusuallystartattheverybeginningofNovemberwithhugediscountsandgiveawayslinedup.Someshoppingplatformsstartearly;360buy(JD)starteditsone-month“DesertStorm”PromotionsonOct10,offeringcouponswhichvalue50millionYuanintotal.Suningstartedpromotionscalled“ZeroPurchasingWithin300-hundredYuan”.Afterspending300hundredyuanonsuning.com,consumerscouldgetcouponswiththesamevalue.Couponscouldalsobeusedinmorethan1700offlineSuningstores.GomeOnlineMallcontinuinglymadeeffortstosupplygoodsatreducedprices,whichscaled1billionYuanintotal,loweringtheonlinepricesforapproximately40%.Tmalladvancedrushingpurchasesofcoupons.Successiveroundsofpromotionsarestartedat10:00,14:00,20:00everydayuntilBachelor’sDay.BesidesTmall,AlibabasupportedTaobaototakepartinthisshoppingfestival.Morethan10,000businessesareinvolved,whichis5timesthatcomparedtolastyear.Moreover,Dangdanghasfiredits“FlashPromotions”fromNov9,whichwillalsolastuntilNov11.Inthemeantime,itwillcelebrateitsthirdanniversary.Double11inChinagoingbeyondpricewarsYoumaywonderwhatthedrivingforceofthesecrazypromotionsis.Singles’DayPromotionmaybethemostimportanttimingtoachieveannualrevenuegoals.TakeSuningasanexample.Accordingtoitslatestquarterlyfinancialreport,itachievedsalesof9.5billionyuaninthelast3quarters.Thoughrepresentinganincrease,thereisahugegapbetweenthepresentperformanceswithitssalesgoalof20billionYuan.Year-endpromotionsarequitesignificantforSuning.Basically,e-commercecannotbreakawayfromtheessenceofretailing.Besidesprices,theyalsocompeteonproductvarieties,users’experienceandresources.Thatistosay,thiswarisnotonlyachallengeforpromotionabilitybutalsoatestofstorage,logistics,andcapitals.BothofGomeandSuningjoinedtheironlineandofflinechannels,leadingthewholeindustrytodevelopinthedepartmentstore-orientedway.DangdanglauncheditsstoreonTmallasaflagshipstoreofbooksandcommodities.Previously,YHD,NewEgg,andYintaihadsteppedintoTmall.SuningofficiallyacquiredtheRedChildaswellasdrewinVanclandLAFASO,fromwhichwecanseeitsambitiontocapturecommoditiescategories.IfyourbusinessoffersonlinepurchasestoChineseconsumers,November’sBachelor’sDayshoulddefinitelybepartofyourannualsalesstrategy.Ofcourse,itdoesnotnecessarilymeanyoushouldjointhecompetition.But,ifyoudo,timingandpreparationarecrucialtoachievingsuccessfulDouble11sales. FAQ Double11FAQWhatisDouble11inChina?DoubleElevenisthelargestshoppingfestivalinChina;alsoknownasthe“Bachelor’sDayPromotion”orSinglesDayPromotion(Double11)inChina.Double11startsinOctoberandreachesitspeakon11November.WhatdoesDouble11mean?“Double11”refersto11.11or11November.“11”istheChineseofthemonthNovemberandhencethe“Double11”.WhendidtheDouble11FestivalStart?In2009,AlibabaheldthefirstDoubleElevenShoppingFestivalonTaobao.com,stormingtheonlineshoppingfortheveryfirsttime.Threeyearslater,withcoming2012’sBachelor’sDay,morethan10,000businesses,cooperatingwithe-commercesites,arepoisedtorocktheshoppingfestivalagain.Nowallonlineandofflineretailersparticipateinthisshoppingfestival.HowbigisDouble11Promotion?Double11shoppingfestivaloffersChineseconsumersthelargestpromotioneveryyear.Retailersande-commercecompaniesrelyalotonthisannualpromotionforreachinghugerevenuesgrowth.WhatmarketingtacticsarepopularforDouble11?MarketingisgettingmorecomplicatedforDouble11,goingbeyondadvertisements.PopularchannelsincludeWeibo,WeChat,onlinevideo,displayads,affiliates,etc.Inrecentyears,livestreamingandshortvideosaregainingpopularityasanimportantchannelforsalesconversions.In2018,Viya,theso-calledTaobaobloggerwho“earnahouseinonenight”,brokeherownrecordinthisyear’sTmallDouble11withover300millionyuaninsales.Checkout4e-tailers’Double11marketingtacticsin2018. Double11Sales&Insights ChengduBecomestheLargestImported-WineMarketinChina Double11(Singles’Day)ShoppingFestival2021:AlibabaTmallGVMhitUS$84.54billion Double112020:AlibabaTmall,JDSingles’DaysalesexceededUS$116billion ChinaDouble11shoppingfestivalstatistics2019;best-sellingbrands Apple’siPhone11salesbroke100millionyuanin1minuteonDouble112019 AlibabaDouble11festival2019expecting500millionbuyers Alibaba’sTmallkicksoffDouble112019 CaseStudy:MeadJohnson’smarketingsecretsinChina HowthebiggestshoppingfestivalaffectsChinae-commerceappsusersgrowth,engagement,andloyalty 4e-tailers’Double11marketingtactics ThestoryofaTaobaocelebritywhosold300millionyuanproductsonDouble11 7highlightsfromTmallDouble112018 71brandspre-saleexceeded100millionyuan(US$14M)duringDouble11 Double11statisticsoftopretailers&top50Tmallstoresin2018 Video:howChina’slargestautomatedwarehouseworks Page1 Page2 Page3 FREEwhitepaperx3ChinaInternetKit2021 ReceivewhitepaperandweeklyupdatesonChinadigitaltrends,internetusersandconsumerinsights,andtechinnovations. 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