Tmall Double 11 2024 sales volume grew strongly, with 589 brands exceeding 100 million yuan in sales

Tmall has always been the main battlefield for brand sales. During the entire Tmall Double 11 period, 589 brands achieved sales exceeding 100 million yuan, a year-on-year increase of 46.5%, setting a new record. Among them, 45 brands including Apple, Haier, Midea, Xiaomi, Nike, and Wuliangye achieved sales exceeding 1 billion yuan. Trendy toy brand Mihoyo, beauty brands Tom Ford, Kelijin, CT, and Belgian fish oil brand WHC entered the Tmall Double 11 "100 million yuan club" for the first time.

Tmall is also the best platform for new brands to create and achieve leapfrogging. During this year's Double 11, 469 new brands won the first place in the trend category. Rapha, which entered Tmall in April, won the first place in the professional cycling wear category; NEATMAX, a home appliance brand that has only been on Tmall for one year, won the championship in the water softener category; EVERYTHINK, which has been on Tmall for two years, topped the U-shaped pillow track.

This year's Double 11, the scale of Taobao 88VIP members continued to expand, and the willingness to consume continued to increase, providing strong impetus for the brand to explode. As of midnight on November 11, the number of orders placed by 88VIP members increased by more than 50% year-on-year. In the past year, Taobao 88VIP has continued to maintain double-digit growth. As of June, the scale of members exceeded 42 million, making it the largest paid e-commerce member in China. The scale of 88VIP's annual cooperative brands increased by more than 300% year-on-year, becoming a new driver for the explosion of Tmall's Double 11 brand business this year.

Taobao's 10 billion yuan subsidy, which focuses on big-name brands with good quality and good prices, has become a new engine for brand growth. As of midnight on November 11, the number of orders for Taobao's "10 billion yuan super subsidy" exceeded 150 million, and the number of orders increased by 50% year-on-year; it has driven the turnover of industries such as home appliances, audio and video digital, beauty, personal care, clothing, sports and outdoor, and home decoration to more than double, and more than 100 big-name popular items have exceeded 100 million yuan in turnover.

This year's Double 11 became a watershed for live e-commerce, with quality live broadcasts becoming the mainstream of the industry, and the collaborative model of "professional anchors + branded goods + platform guarantees" accelerated. As of 24:00 on November 11, there were 119 Taobao live broadcast rooms with transactions exceeding 100 million yuan, a record high, of which 49 rooms had a year-on-year growth rate of more than 100%. In addition, this year's Double 11 Taobao live broadcast overall transaction amount and number of purchasing users both achieved significant year-on-year growth.

First-tier brands have driven explosive growth in the beauty industry. As of midnight on November 11, there were 79 brands with sales exceeding 100 million yuan. International brands such as Valentino and Effidan grew by more than 100% year-on-year, while many international brands such as La Mer, Helena Rubinstein, SK-II, CPB, MISTINE, Kiehl's, and Tom Ford grew by more than 50% year-on-year. Domestic brands performed well. In addition to PROYA, which remained at the top of the list, the classic domestic brand Shuangmei achieved a growth of nearly 200%, and domestic brands such as Kelijin, Lin Qingxuan, and Daisy Sky grew by more than 100% year-on-year.

The apparel industry has seen strong growth. As of midnight on November 11, sales of 7,062 apparel brands doubled year-on-year, and sales of 66 brands exceeded RMB 100 million. During this year's Double 11, multiple rounds of cold air hit, and down jacket brands experienced a collective boom. Sales of Bosideng, Gaofan, YaYa, and Xuezhongfei exceeded RMB 100 million, and Bosideng exceeded RMB 1 billion.

Since the implementation of the old-for-new policy, Tmall, as the main platform for home appliance brand operations, has the most complete collection of first- and second-tier energy-consuming brand products, and the fastest response and acceptance of local government subsidies. This year, government subsidies were combined with Tmall's Double 11 discounts for the first time , fully activating home appliance, home furnishing, and home decoration consumption. As of midnight on November 11, 139 brands including Haier, Midea, Dreame, and Dyson had sales exceeding 100 million yuan; more than 9,600 brands including Toshiba and Atour Planet had doubled their sales.

In the 3C digital industry, the launch of new products has driven brand sales to explode. As of midnight on November 11, 34 3C digital brands including Apple, Xiaomi, Huawei, OPPO, Sony, Fuji, DJI, Nintendo, Xiaotiancai, and Tuozhu had sales exceeding 100 million yuan; more than 1,100 brands including vivo, iQOO, Mechanical Revolution, and Shadowstone had doubled their sales year-on-year.

The "outdoor economy" continues to heat up, with eight trend categories on Tmall, including cycling apparel, sports jackets, badminton, tennis, sportswear, running wear, yoga, and outdoor shoes and apparel, growing by more than 50%. As of midnight on November 11, 34 brands in Tmall's sports and outdoor industry had sales exceeding 100 million yuan, and 2,288 brands, including Salomon, Onpao, HellyHansen, and Mammut, doubled their sales.

The scale of the emotional economy has reached a new high, and IP-derived peripherals have become a new hot track worth tens of billions of yuan on Taobao. During this year's Tmall Double 11, young people who "eat the valley" bought the first brand flagship store that exceeded 100 million yuan - the Mihoyo flagship store. In addition, Pop Mart, Paper Heart, and Jellycat flagship stores have successively exceeded 100 million yuan; more than 70 brands such as BabyBus, Codename Kite, Cool Ride, Bruco, and Jiyikawa have achieved sales of over 10 million yuan.

Tmall Double 11 has become an important node for the growth of pet brands. 9 brands including FreshLong, Myfoodie, and Baileys achieved sales of over 100 million yuan, and 8 of them entered the 100 million yuan club for the first time on Tmall Double 11. Sales of 1,340 pet brands doubled year-on-year. New trend categories such as baked food, freeze-dried food, and smart pet equipment have seen significant growth, and young users have driven a full-scale explosion in pet consumption.

Import consumption grew strongly, with more than 2,300 imported brands on Tmall Global doubling their sales. Many imported trend categories, such as outdoor apparel and trendy toys, doubled their sales overall. Nintendo, Sony, SK-II, La Mer, Clarins, Guerlain, Swisse, Aptamil and other brands achieved sales of over 100 million yuan on Tmall Global.

The strong growth of Tmall's Double 11 is not only a concentrated reflection of the recovery of the consumer market, but also the result of the implementation of Taobao's "user-first" strategy. On the user side, Tmall, as the main battlefield for brand growth and explosion, has increased its investment this year, investing another 30 billion consumer coupons and red envelopes on the basis of full discounts, effectively taking on consumer demand, and further consolidating the mentality of "good goods and good prices"; on the merchant side, by loosening the refund-only policy, upgrading freight insurance, and reshaping the competitiveness of the price range, it effectively governs the "three major chronic diseases" that plague the industry, driving a significant optimization of the business environment of the e-commerce industry. The user side and the merchant side form a mutually reinforcing positive cycle, promoting the full explosion of brand products.