Rooted in the real economy, witnessing the vitality of consumption, Tmall Double 11 is stable and improving

At midnight on November 12, the 14th Tmall Double 11 came to an end. Tmall said that this year's Tmall Double 11 was stable and improving, and the transaction volume was the same as last year.

Despite uncertainties such as the international environment and recurring epidemics, Tmall's Double 11 performance this year was steady, demonstrating the vitality of Chinese consumption and the resilience of the economy.

Rooted in the real economy, witnessing the vitality of consumption. This year's Tmall Double 11 will pay more attention to the quality of growth: return to the essence of business operations, create greater long-term value for merchants; further optimize the consumer experience from the aspects of scene, logistics, price, etc., so that consumers can buy more simply, more affordably, and more assuredly.

Rooted in the real economy, businesses gain certainty of growth

The digital economy is better serving the development of the real economy. It is understood that this year's Double 11 is the most diverse in terms of participating merchants, with 290,000 brands, millions of small and medium-sized merchants, and anchors signing up, and more than 21 million products participating in Double 11.

In the first hour of sales, 102 brands achieved sales of over 100 million yuan, of which more than half were Chinese brands. Brands such as PROYA, Winona, Chando, and Huaxizi successively achieved sales of over 100 million yuan in one hour. Home appliance brands such as Haier, Midea, Little Swan, and TCL even achieved sales of over 100 million yuan in one second.

During the Double 11 shopping festival, brands not only gained sales, but also gained more brand members. The member sales of 130 brands exceeded 100 million yuan, and the member sales of more than 5,600 brands increased by 100% year-on-year. Members have become the main force of brand "repurchase", creating conditions for the long-term sustainable operation of brands.

Small and medium-sized businesses have found certainty of business growth during Double 11. Many small and medium-sized businesses have entered the "million club" and "tens of millions club". The overall transaction volume of many industrial belts such as Yangjiang bedroom furniture, Jinan whole-house intelligence, and Shandong children's furniture has achieved a year-on-year triple-digit growth, mainly concentrated in the fields of home decoration, corporate services, pet food and trendy toys. These industrial belts are also the areas with the highest concentration of small and medium-sized businesses.

Witness the vitality of consumption and the emergence of new consumption trends

Every year, Double 11 is a window to witness the vitality of Chinese consumption. This year, new products and new categories were favored by consumers, and a large number of new consumption trends emerged.

On Tmall, categories such as sports and outdoor, pets, trendy toys, and jewelry have grown rapidly and are called the "New Four King Kongs" by the industry. In the past year, the "New Four King Kongs" have created more than 400 subcategories, with 358 brands exceeding 100 million yuan in sales and 3,434 brands exceeding 10 million yuan in sales. During Tmall's Double 11, industries such as smart video games, outdoor products, cat and dog pet products, and furniture for the elderly grew by more than 20% year-on-year, and 148 subcategories such as facial mask hot and cold instruments, low-carbon cleaning machines, and underwear washing machines grew by more than 100% year-on-year.

Time-honored brands also gained new vitality during Double 11. As of midnight on November 11, 50 time-honored brands had sales exceeding 10 million yuan, and 11 of them had sales exceeding 100 million yuan.

The addition of new anchors, represented by Luo Yonghao, has made this year's Tmall Double 11 more lively. As of 12:00 on November 10, the average daily number of viewers of new anchors on Taobao increased by 561% year-on-year. Previous data showed that Taobao has added more than 500,000 new anchors in the past year. In the two months before Tmall Double 11, more than 100 live broadcast organizations have settled in Taobao.

Creating value beyond business, green consumption becomes a lifestyle

Double 11 originated from business, but this year’s Tmall Double 11 created more value beyond business.

Following last year's "Tmall One Shoe" program that served the disabled, this year's Double 11 focused on the renovation of the elderly's home environment. During Double 11, Tmall and the Chinese Society of Gerontology and Geriatrics launched the "Yellow Handrail" program, which has provided and installed handrails for free to 45,000 families in 226 cities to reduce the risk of falls for elderly people living alone.

Agricultural products can be the protagonists in the live broadcast room for three more minutes. This year, Tmall launched the "One More Agricultural Product" initiative on Double 11, hoping that each Taobao live broadcast room will have one more agricultural product. As of November 7, 16.64 million users have placed orders for their fellow villagers, and a total of 35.49 million agricultural products have been sold in the live broadcast room, with sales of more than 46,000 agricultural products increasing by more than 100% year-on-year.

Green consumption is becoming a lifestyle. Data shows that more than 16.33 million people bought green products during the Double 11 shopping festival; Cainiao Post's "Box Return Plan" estimates that 6 million packages will be recycled; more than 7 million Xianyu users participated in mobile phone valuation and recycling, reducing carbon emissions by the equivalent of planting 3.5 million trees on Earth. In addition, Alibaba also purchased and reserved 32 million kWh of green electricity in advance for this year's Double 11 shopping festival, with the average daily use of green electricity increasing by 30% year-on-year.

These kindness, warmth and greenery will continue to be passed on after the end of Double 11.

Tmall

Double Eleven