Tmall's Double 11 transaction volume reached 540.3 billion yuan, with steady growth reflecting consumption vitality

At 0:00 on November 12, 2021, the total transaction volume of Tmall Double 11 was qualified at 540.3 billion . This year , Tmall Double 11 continued to grow steadily, reflecting the vitality of consumption and the resilience of the economy.

In the first hour of sales, more than 2,600 brands achieved sales that exceeded the entire first day of last year ; as of 23:00 on November 11 , 698 small and medium-sized brands achieved a leap from sales of millions to tens of millions; 78 brands that achieved sales of tens of millions on Double 11 last year achieved sales of over 100 million yuan this year. Behind the growth of merchants is the surging consumer enthusiasm of the public .

Rather than pursuing growth speed, we pay more attention to growth quality and customer experience. After 13 years of Tmall Double 11, it is moving towards a new stage of high-quality development .

New supply meets new demand, and new consumption hotspots continue to emerge

New supply meets new demand. During this year’s Tmall Double 11 , new consumer hotspots are constantly emerging.

Skis, outdoor power supplies, pet toys, archaeological blind boxes and figures, atmosphere lights, morning C and evening A, four treasures of the study, pre-prepared meals, floor washers, child safety seats …Behind the trending items of Tmall’s Double 11 , happiness is the driving force behind people’s consumption. It can be said that the repeated orders in the shopping carts satisfy people’s yearning for a better life.

The elderly and young people are pouring into the Double 11 shopping spree with greater enthusiasm . Consumers born in the 1990s and 2000s account for more than 45%, especially those born in the 2000s, who have increased their participation by 25% compared to last year . With the launch of the Taobao for Seniors version , 1.1 million elderly shoppers use the "senior mode" to shop at Double 11 every day . Their top three favorite products are: smartphones, down jackets, and woolen coats. Unlike young people who like to "swim at night" on Taobao, the elderly prefer to shop online at 7 a.m.

Small and medium-sized businesses take center stage, with business experience becoming the benchmark

Small and medium-sized businesses achieved higher growth in this year's Tmall Double 11, and also truly felt the experience of reduced burdens and increased efficiency, as well as an accelerated improvement in the business environment.

Li Ke, a Henan agricultural product merchant, participated in Tmall Double 11 for the second time . Within half an hour of the start of the sale, his store's sales exceeded the entire day of last year's Double 11. He said, "It doesn't matter that we are small, we are working hard."

During this year's Tmall Double 11, a large number of brands achieved leapfrog growth. As of 23:00 on November 11, the sales of 698 small and medium-sized brands increased from millions to tens of millions; 78 brands that had sales of tens of millions during last year's Double 11 sales exceeded 100 million yuan this year.

Among the 290,000 merchants participating in Tmall Double 11 this year , 65% are small and medium-sized merchants, industrial belt merchants and new brands. Among them, 70,000 merchants are participating in Double 11 for the first time .

"How well do small and medium-sized businesses sell and how good is the experience" is an important yardstick for this year's Tmall Double 11. Since the beginning of this year, Taobao and Tmall have successively launched more than 30 merchant support measures, such as free merchant operation tools such as Business Advisor and reduced credit payment fees, in order to lower the threshold, reduce costs and increase efficiency, and optimize the business environment, reducing the operating costs of merchants by at least 15 billion yuan.

New brands are rising strongly, and time-honored brands are returning as kings

Both new brands and time-honored brands found their own spring during this year’s Tmall Double 11 .

Data shows that 275 new brands have doubled their growth for three consecutive years , and more than 700 new brands have become the first in their sub-categories. This is the result of Tmall's new brand incubation plan. Since the beginning of this year, more than 2,000 new brands have been supported.

While new brands are showing their potential, time-honored brands are also making a comeback. As of 8:00 a.m. on November 11, sales of 220 time-honored brands on Tmall's Double 11 increased by more than 100% year-on-year. During this year's Double 11 , a total of 184 time-honored brands directly faced consumers in Taobao's live broadcast room to spread traditional culture.

With the support of Tmall’s “5-year, 1 billion to support the revival of time-honored brands” plan, Double 11 has become an opportunity for the revival of traditional culture and national brands.

New infrastructure bridges the digital divide , agricultural product consumption booms

The role of the digital economy in narrowing regional development gaps is being demonstrated.

The growth in agricultural product sales in the central and western regions was particularly impressive. Data showed that agricultural product sales in 12 western provinces increased by 20% year-on-year , of which Gansu increased by 57.5% year-on-year and Guizhou increased by 24.4% year-on-year.

During Tmall Double 11, on the Taobao Tmall platform, the e-commerce sales of 160 key counties for rural revitalization increased by 44.2% year-on-year, agricultural product sales increased by 24.8% year-on-year , and the e-commerce sales of 832 poverty-stricken counties increased by 28.8% year-on-year.

Delivering green ideas and gathering public welfare peaks

Double 11 is not only related to consumption, economy and development. This year's Tmall Double 11 has turned itself into a public place to convey and practice green and public welfare concepts.

During this year's Double 11 , Tmall released a Double 11 carbon reduction plan, launched a green venue for the first time, launched 500,000 green products, and issued 100 million yuan in green consumption subsidies . Data shows that more than 2.5 million people bought green products during Double 11 .

On the day of the Double 11 pre-sale, the 15- year-old charity baby project was fully upgraded. This year 's Double 11 charity baby donations will focus on helping three groups of people in difficult situations: providing public welfare insurance for the main labor force of families in underdeveloped areas, helping children in the mountains find " child companion mothers " , and providing love lunches for the elderly in difficult situations .

During the Double 11 shopping festival, Liu Wenyan, who had her limbs amputated due to a car accident, finally bought the "one shoe" she had imagined countless times. Tmall and seven sports brands jointly launched the "one shoe" plan to provide disabled people with the service of buying only one shoe . During this year's Double 11 shopping festival , 98 people's shopping orders included "one shoe" for the first time.

The peak of Double 11 transactions has also become a peak for gathering love and charity.

Tmall

Double Eleven