In the ninth year of the world’s largest 24-hour shopping event, this year’s Tmall Double 11 2017 will showcase:

Alibaba Economy at scale. 11.11 will demonstrate the technological innovation and global scale of the entire Alibaba Economy. More than 140,000 brands and hundreds of millions of consumers will participate in 11.11 this year. This shopping festival will be supported by Alibaba’s global cloud, payment and logistics infrastructure.

Consumers will enjoy seamless payment and consumer loan services provided by Ant Financial. Alibaba Cloud will serve as the core technology and computing backbone to ensure the best consumer experience throughout the festival. Cainiao Network expects over 3 million logistics personnel to facilitate the hundreds of millions of packages that will be generated from the festival.

The number of annual active consumers on Alibaba’s China retail marketplaces reached 488 million, an increase of 22 million from the 12-month period ended June 30, 2017. See the performance highlights of Alibaba in Q3 2017 here.

Power of the Chinese consumer. Alibaba expects that hundreds of millions of Chinese consumers who visit its platforms on November 11 will have access to over 60,000 international brands and merchants to satisfy their increasing demand for goods and products from around the world. This year, Tmall will, for the first time, leverage its popularity outside China to bring over 100 domestic Chinese brands to international markets, targeting millions of overseas Chinese consumers in Asia and the rest of the world.

New Retail implementation. Alibaba’s New Retail model with integrated online-offline customer offerings will be showcased in store locations across China. More than 1,000 brands will convert nearly 100,000 physical locations into “smart stores” and our channel distribution solutions make it easy for more than 500,000 local neighborhood stores and Rural Taobao service centers to sell to consumers in lower-tier cities and rural villages.

Tmall Double 11 Sales Stats 2017

Total sales on Tmall Double 11 Shopping Festival reached 168.2 billion yuan in 2017 from 225 countries and regions, 90% from mobile.

167 merchants each has total transactions of over 100 million yuan. Nike store became the first one with over 1 billion yuan in apparel category.

Top 50 Tmall Stores on Double 11 2017

1. Suning
2. Xiaomi
3. Honor (Huawei)
4. Haier
5. Nike
6. Uniqlo
7. Sharp
8. Adidas
9. Linshimuye (furniture)
10. Midea
11. Quanyou (furniture)
12. GREE
13. Huawei
14. Gujia (furniture)
15. Heilan Home
16. PurCotton
17. Sanzhi Songshu (snacks)
18. P&G
19. Dyson
20. GXG
21. Balabala (children apparel)
22. New Balance
23. Semir
24. Peacebird
25. Jack Jones
26. Pechoin
27. Veromoda
28. ecovacs
29. Lancome
30. Zara
31. ONLY
32. Estee Lauder
33. Hisense
34. Anta
35. Philips
36. Gap
37. Chando
38. Eifini
39. Fotile
40. HSTYLE
41. Vivo
42. SK-II
43. Olay
44. Skyworth
45. Little Swan
46. Meters/bonwe (Apparel)
47. Xilinmen
48. Li Ning
49. Siemens
50. Bosideng (Apparel)

Outdoor sports

1. Nike
2. Adidas
3. Anta
4. New Balance
5. Li Ning
6. Sketchers
7. Puma
8. Xstep
9. Under Armour
10. Camel

Tmall Sales Progress on Double 11 2017

• 1 billion yuan: 28 seconds (vs. 52s in 2016)
• 10 billion yuan: 3 mins 1 seconds (vs. 6m 58s in 2016)
• 19.1 bn yuan: 5 mins 57s (exceeds total Double 11 sales in 2012)
• 36.2 bn yuan: 16 mins 10s (exceeds total Double 11 sales in 2013)
• 50 bn yuan: 40 mins 12s (vs. 2 hrs 30m 20s in 2016)
• 57.1 bn yuan: 1 hours 49s (exceeds total Double 11 sales in 2014)
• 91.2 bn yuan: 7 hours 22m 54s (exceeds total Double 11 sales in 2015)
• 100 bn yuan: 9 hours 4s(vs. 18 hrs 55m 36s in 2016)
• 120.7 bn yuan: 13 hours 9m 49s (exceeds total Double 11 sales in 2016)
• 168.2 bn yuan at 24:00

Alibaba Cloud processed 325,000 orders per second at peak. Alipay processed 1.5 billion payment transactions in total, up 41% from 2016, and processed 256,000 transactions per second at peak.

Other E-Commerce Platforms Double 11 Stats 2017

Total orders from 1 Nov till 7:46:58 on 11 Nov exceeded 100 billion yuan on Jingdong (JD). Total transactions on JD during the eleven days’ online sales reached 127.1 billion yuan with over 50% growth.

Netease Kaola total Double 11 sales value reached 4 times as much as last year’s. It reached the total transactions of last year’s Double 11 in the first 28 minutes. Kaola has 25.6% market share in China’s cross-border e-commerce market in Q3 2017 ranking first according to iiMedia.

Total orders on AliExpress exceeded 10 million as of 19:50 on Double 11 2017. It covers 184 countries and regions in the first two hours.

Find out more Singles Day 2017 Insights »

Baidu Mall, a new e-commerce platform integrating Baidu’s online and offline resources, is launching soon.

In the early stage of recruiting e-tailers, Baidu focuses on 1,000 mid-end to high-end brands. It’s said that Baidu Mall only works with brand owners.

Baidu will not only rely on Baidu Maps queries and push services but also integrating brands’ offline retail stores, converting online users to offline transactions. Baidu Mall users can also buy online and collect offline.

Baidu Mall looks promising to some domestic and foreign brands, including Estee Lauder, CLARKS, Colombia, Philips, Luolai, Aimer, Midea, LV Group, the Shanghai Taiwan Business Association, etc. according to Baidu.

Also read: JD Worldwide Challenging Alibaba’s Tmall Global

In August 2014, total online advertising spend of cosmetic brands exceeded RMB120 million (US$19.55 million) in China.

Among all the cosmetic brands, L’Oreal  spent RMB12.9 million ($2.1 million) in online advertising in August, ranking first by total ad spend, followed by Lancome and Estee Lauder according to data from iResearch.

Online video, web portal platforms, and fashion website are the top three online advertising channels for cosmetic companies in China in August 2014.

The advertising spend on online video exceeded RMB41.1 million (US$6.69 million), accounting for 35.58% of the total spend, followed by web portal (24.4%) and fashion website (19.9%).

Also read: China Top 10 Clothing Brands by Online Ad Spend in July 2014

The turnover of Estee Lauder’s Tmall flagship store in June was nearly 10 million yuan, stimulating the off-line store sales at the same time.

According to CCW.com.cn, there were a total number of close to one million visitors and over two million views on Estee Launcher Tmall store. Their products were bookmarked over 50 thousand times by over 30 thousand visitors.

Estee Lauder launched Tmall flagship store on 21 May as the only authorized third-party e-commerce platform in China and the sales exceeded RMB 3 million on the first day.

Tmall has received a lot of expectations from luxury brands such as Burberry; and, it can not be treated as an alternative sales channel without an operation strategy. Estee Lauder chose Tmall as product launch platform of its upgraded product ANR3 eye cream with limited quantity. ANR3 has 25% market share in China’s premium skin care market. In China, every one of four bottles of eye cream is ANR eye cream.

Estee Lauder launched their official online shop on Tmall on 21 May 2014 and the total sales reached about 3 million yuan on the first day according to leaked sales data online.

According to the leaked data on Weibo, Estee Lauder Tmall store had 7,941 transactions on 21 May 2014; with an average customer purchase value of 339 yuan, the estimated total one day revenue is about 2.69 million yuan.

Estee Lauder has about 170 counters in the country, according to annual sales of 3 billion yuan, the average daily sales is 49,019 yuan per store. The one day sales on Tmall is more than one month revenue of one offline store sales.

Burberry also launched their flagship store on Tmall this week with disappointing performance.