• China Trading Desk

Insights Report - 11.11

2020 marks the 12th anniversary of 11.11 Global Shopping Festival. The shopping festival started as an Alibaba phenomenon, has spread beyond Tmall and Taobao to other e-commerce operators, as well as brick-and-mortar stores.


In 2019, Tmall & Tabao alone:

  • Gross merchandise value reached 268.4 billion yuan (US$38.4 billion) up 25.7% Y-O-Y.

  • Over 200,000 brands from 78 countries & regions; one million new products on offer.

  • 299 brands reached 100 million yuan in GMV, including Apple, Nike, Estee Lauder, etc.

  • Top 10 source countries – Japan, U.S., South Korea, Australia, Germany, France, the U.K., New Zealand, Italy and Canada.

  • Total delivery orders reached a new high of 1.3 billion, up 24% from 2018.

While top categories were the usual suspects - Beauty, Apparel & Electronics; the new growth categories include Home appliance, Pet supplies, Health food.


Preparation usually starts at least a month before the event, progressively ramping up marketing efforts as the D-Day nears.



The market is saturated with ads for 11.11, our advice to our clients is to take a different approach to ensure more effective ROI, these include:

  1. Focus on Live Streaming

  2. Build content via short-form video

  3. Drive sales through Private traffic

  4. Start promoting early

  5. Focus on KOC rather than KOL - Amplify the content

  6. Build clear, simple ads with promotions & offers clearly spelt out.


Here is a preview of the report & 2020 strategy suggestions, get in touch with us to get the complete report and discuss how we can help you.



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