2019 Double Eleven Sales
The full-day transaction volume of Tmall Double Eleven in 2019 was 268.4 billion yuan, exceeding the 213.5 billion yuan in 2018 and setting a new record again.
On November 11, 2019, the 2019 Double Eleven Shopping Carnival officially began. Tmall’s Double 11 sales exceeded 1 billion in the first 14 seconds, and the transaction volume exceeded 10 billion in 1 minute and 36 seconds. At 17:06, the transaction volume exceeded RMB 57.1 billion, exceeding the full-day transaction volume of Double 11 in 2014.
Extended information:
Since October 1, 2009 and the Mid-Autumn Festival are celebrated together, every year on November 11, Tmall, JD.com, and Suning.com Large e-commerce websites represented by the National People's Congress generally use this day to carry out some large-scale discount and promotion activities to increase sales. It has gradually become the largest commercial promotion carnival on the Internet in China.
"Double Eleven" not only makes e-commerce companies keen on promotions, but even operators have begun to engage in promotional activities. Alibaba Group Holdings Co., Ltd. submitted a "Double Eleven" trademark registration application to the National Trademark Office on November 1, 2011.
The exclusive right to the trademark was obtained on December 28, 2012. At the end of October 2014, Alibaba issued a notification letter stating that Alibaba Group had obtained the "Double Eleven" registered trademark.
People's Daily Online - Tmall's "Double Eleven" transaction volume in 2019 reached 268.4 billion yuan
Sales data of major e-commerce platforms on Double Eleven
No. 14 Tmall Double 11 has come to an end, but the official did not announce specific sales. Officials stated that this year’s Tmall Double 11 was stable and improving, with the transaction scale remaining the same as last year. Last year’s total transaction volume was 540.3 billion yuan. JD.com also did not announce total sales, which were 349.1 billion yuan last year.
This year’s Tmall Double 11 started pre-sale at 20:00 on October 24, and it lasted 22 days and 4 hours. This year is also the third year that Tmall has changed from a one-day rush for "Singles' Day" to two waves of "Nunchaku" sales. After adjustments from 2020, Tmall’s Double Eleven sales increased significantly, but the growth rate fell back in the second year.
As in previous years, many categories, brands, and live broadcast rooms achieved significant growth during Double 11 this year.
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Chui Xue, president of Taobao and Tmall Industry Development and Operations Center, believes that this year’s Tmall Double 11 is overall stable and improving. "We deeply feel the resilience and vitality of consumption, and we can also see that some new consumption trends are emerging."
Dai Shan, president of Alibaba's domestic digital commerce sector, said, "Through this year's Tmall Double 11, We see the huge domestic demand potential and consumption vitality of the Chinese market, and the continued resilience of the Chinese economy and industry. This gives us the confidence to better serve the development of the real economy."
Tmall Double 11 various categories, Brand and anchor situation
At 8 pm on November 10, the second wave of Tmall Double 11 sales officially launched. As of 0:00 on November 10, Tmall Double 11 has run out of 148 categories with a turnover increase of more than 100%.
In addition to the rapid growth of the four industries of trendy toys, pets, sports and outdoor, and jewelry, the growth of some niche categories is also very impressive. For example, the turnover of orthokeratology lenses has increased by nearly 100 times, facial mask heating and cooling devices have increased by more than 55 times, ear-worn audio equipment has increased by more than 40 times, carpet cleaning machines have increased by more than 30 times, and underwear washing machines have increased by more than 20 times
As of 0:00 on November 11, more than 25,000 single products on Tmall’s Double 11 have become super hot items with sales exceeding one million yuan. At the same time, the transaction volume of more than 2,000 single products has exceeded 10 million yuan.
The first wave of Tmall Double 11 sales will be on November 31. On that day, the brand performance was eye-catching, with 102 brands selling over 100 million yuan in sales within one hour, and many brands hitting record highs. Among these brands, domestic brands account for more than half, with the beauty industry performing the best.
It is understood that this year *** there are 21 million products participating in Tmall Double 11, an increase of 3 million compared with last year.
Not only that, products from offline stores have also been included. This year, more than 1,300 stores in the clothing industry alone have implemented Double 11 "online and offline shopping together".
Taobao Live has attracted a large number of new anchors this year, including big Internet celebrities such as Yili Xiaoshazi and Zhu Yiyi, as well as celebrity anchors such as Luo Yonghao and Cecilia Cheung.
Data shows that in the past year, Taobao has added more than 500,000 new anchors. In the two months before Tmall’s Double 11, more than 100 live streaming agencies have settled on Taobao. As of 12:00 on November 10, the average number of daily viewers of Taobao anchors’ new anchors increased by 561 year-on-year.
Among the new Taobao anchors, Luo Yonghao is undoubtedly the most eye-catching. On the pre-sale day of October 24, Luo Yonghao’s live broadcast room launched approximately 155 product links, with an estimated total amount of approximately 210 million yuan.
In addition, MCN Yuanwang Technology also brought celebrities such as Cecilia Cheung to Taobao Live. On October 24, Yuanwang Dream Station made its live broadcast debut on Tmall Double 11, achieving a turnover of more than 22 million yuan.
In addition, on October 31, Liu Hong’s wife Wang Wanfei ViVi appeared in the Taobao live broadcast room of “ViVi Fat Knocks Off”, and the audience exceeded 1 million in half an hour.
The popularity of the new anchors has soared, and the old anchors have not lost their charm. On the first day of Double 11 pre-sale, Li Jiaqi’s sales data once again proved his status as the “big brother”. On October 24, Li Jiaqi's live broadcast room started broadcasting at 3 p.m., with a total live broadcast duration of nearly 10 hours, with more than 10 million viewers in 40 minutes, and more than 456 million viewers by the end of the broadcast.
According to Star Map data, Li Jiaqi’s estimated sales volume that day reached 42.386 million pieces, with an average unit price of 347 yuan and sales of 14.708 billion yuan.
It is worth noting that on November 10, Li Jiaqi’s second wave of sales was far less popular than on the first day of pre-sale. At 4 p.m. that day, Li Jiaqi’s live broadcast room started broadcasting, preparing for the second wave of Tmall Double 11 sales at 8 p.m. By the end of the live broadcast at 0:00 on the 11th, there were 80 million viewers, less than one-fifth of the Double 11 premiere.
New and old anchors each show their talents. This Double 11 Taobao live broadcast is also jokingly called "Huashan Sword Discussion".
In addition, the post-00s merchant group is becoming active on Taobao and Tmall. Data from Taobao and Tmall show that during the first wave of Tmall’s Double 11 sales period, the overall transaction volume of Taobao’s post-2000 merchants increased by 23.7% year-on-year. In the fields of sports, outdoor, pets, cars, storage and organization, alcohol, motorcycles, DIY, adult products, musical instruments, books, etc., the transaction volume of merchants born after 2000 has increased significantly year-on-year.
It is understood that the number of post-2000 merchants on Taobao and Tmall is close to 1 million, most of which are participating in Tmall Double 11 for the first time this year. Many of these post-00 merchants are recent college graduates this year. In order to support the innovation and entrepreneurship of post-2000 college students, Taobao also launched the "Tmall Double 11 College Student Practical Session" this year.
Double 11 battle status of each platform
According to Star Map data, from 20:00 on November 10 to 19:00 on November 11, the cumulative sales of comprehensive e-commerce platforms reached 282.282 billion Yuan, *** generated more than 1.14 billion packages, with an average unit price of 247.86 Yuan.
In terms of different platforms, among comprehensive e-commerce platforms, Tmall sales are far ahead of other platforms, accounting for 61.6, JD.com accounting for 26.7, Pinduoduo accounting for 6.3, and other platforms share the remaining share. The sales volume of comprehensive e-commerce overseas purchasing business was 27.32 billion yuan.
In terms of product categories, the top 10 categories of comprehensive e-commerce sales are: household appliances, mobile digital phones, personal care and beauty, clothing, women's shoes/men's shoes/luggage, computers and offices, furniture and building materials, food and beverages , maternal and infant toys, sports and outdoor. As of now, there are 88,543 brands participating in the promotion, an increase of 3,305 compared with the same period last year, and the number of SKUs is nearly 60 million, of which new products account for 7.90%.
1) JD.com
At 20:00 on October 20, JD.com took the lead in launching pre-sales for the Double 11 promotion. At the same time, JD.com’s omni-channel ecological layout fully participated in the event.
According to data provided by Nint, a digital retail data service provider, from 20:00 on the 20th to 00:00 on the 24th, among the 27 categories counted, 35 brands have estimated sales exceeding 100 million.
At 20:00 on October 31, the first wave of Double 11 sales, data released by JD.com showed that the transaction volume of all home appliance categories exceeded 1 billion yuan in one minute, and the overall transaction volume in 10 minutes increased by more than 40% year-on-year.
From 8 pm on October 31 to 0:00 on November 2, JD.com sold more than 550 million products. Among the top 20 brands by transaction volume, domestic brands accounted for 80%.
In terms of logistics, JD.com has also increased its investment. As of now, JD Logistics has put into operation more than 700 unmanned vehicles in 30 cities across the country, providing consumers with "last mile" and "last 100 meters" terminal delivery services. It is understood that Jingdong’s Double 11 had a good start in 24 hours, and the number of smart express delivery orders has increased by 300 compared to last year.
2) Pinduoduo
Pinduoduo launched the Double 11 promotion on October 20. More than 1,000 brands including Xiaomi, Midea, Yili, Mengniu, and TCL participated in the promotion. . It is reported that this event will provide an additional two days of return time, which will last until November 13.
“During this year’s big promotion period, Pinduoduo will continue to adhere to the direct subsidy policy of no pre-sales and no final payment to provide consumers with a simple and affordable shopping experience.” The person in charge of Pinduoduo’s big promotion project said that consumers You don’t need to stay up late or do arithmetic problems. You only need to log in to the Pinduoduo app to enter the “11.11” promotion venue, where you can place orders with one click and enjoy “more benefits and more fun”.
This is somewhat similar to Vipshop.
3) Vipshop
Vipshop information shows that during this year’s Double 11, Vipshop implemented the principle of simplifying preferential rules. Consumers do not need to put together an order, and one item is Enjoy great deals.
The simplification of rules has indeed brought an explosion in sales to Vipshop. Take Bosideng's down jackets with discounts as low as 13% off as an example. Within one hour of the Double 11 sales, sales increased by as much as 3 times year-on-year. It is understood that this year’s Vipshop Double 11 climax will last from 8 pm on November 10 to 10 am on November 14.
Continuously extending the time front seems to have become one of the common strategies of e-commerce platforms.
4) Douyin
On Double 11 this year, Douyin announced that "Douyin Mall" will be its main battlefield, which means that Douyin Mall has officially entered the war and begun to compete with Tmall and JD.com , Pinduoduo and other platforms are engaging in head-to-head competition between merchants, traffic and users.
According to Douyin’s good start report, Douyin Mall exposure increased by 36.8% compared with the same period of the 921 Big Promotion; product search volume increased by 91.2% compared with the same period of the 921 Big Promotion. As of 24:00 on October 31, the transaction volume of Douyin Mall increased by 629.9% compared with the same period last year.
Douyin e-commerce, which does not have its own logistics system, has previously signed a 2022 "Double 11" logistics operation guarantee agreement with ZTO Express. ZTO Express has become the special logistics partner of Douyin platform during this Double 11 period, providing logistics operation guarantee for merchants’ performance and consumer shopping experience for orders shipped between October 31st and November 15th.
5) Kuaishou
The Kuaishou 116 Shopping Festival will start at midnight on October 20. Kuaishou e-commerce’s main discount for this year’s Double 11 is “6 off for every purchase over 60”.
From the perspective of discounts, Kuaishou’s “60 off for every 60 spent” discount is obviously not as strong as Tmall’s “50 off for every 300 spent”. This may be related to the generally low unit prices of e-commerce products on the Kuaishou platform. .
In 2020, Kuaishou Double 11’s GMV was 8.8 billion yuan, and in 2021 it was approximately 38 billion yuan. However, there is still a big gap between such results and platforms such as Tmall and JD.com.
6) Video Account
On Double 11 this year, Tencent Video Account launched "Super Product Day-11·11 Shopping Carnival", and 13 brands participated in the video account "Super Brand Live Broadcast" , including: Adopt a Cow, Pandas Don’t Go, Kongji Noodles, Good Boy, Kids King, Zhengshantang, Six Tea Mountains, Aokang, INSUN, Milana, Hainan Delong Hotel, ABC, Programming Ape.
In addition to super brand live broadcasts, this year’s Double 11 video account attracted more brands to settle in, such as Chow Taisheng, Xueersi, Babycare, etc. As of 23:00 on November 11, among the top 10 products, JD.com accounts for the top two, there are 6 jewelry and cultural goods merchants, and the other 2 are skin care brands.
7) Suning and Gome
Since this year, Suning and Gome have been "brothers in distress". Suning has been issued multiple lawyer letters due to debt arrears, and Gome's "True Happiness" has stagnated. , it was also revealed that "wages were suspended" not long ago. Overall, Suning and Gome have a relatively low presence in Double 11.
Before Double 11, the news that Suning entered Meituan caused some splash. After joining Meituan, consumers can purchase mobile phones, computers, and small home appliances just like ordering takeout.
This year’s Double 11: Delivery is the biggest problem
The overall sales of this year’s Double 11 still maintain growth, and the data performance of platforms and brands is outstanding, but the small and medium-sized enterprises involved in it still maintain growth. The merchants were not happy.
Along, a merchant who runs a Tmall snack store, said frankly, "I didn't participate in Double 11 this year. I can't compete with others and survive by maintaining profits." In his opinion, the overall business environment is not good, and in some areas Since we can’t deliver the goods, we simply won’t participate.
Wu Xiangze, a merchant who switched from Taobao to Pinduoduo and has not participated in Double 11 for three years, said that he participated in Double 11 a few years ago. At that time, it was still a bit popular and he could get a share of the pie. Now it is " A waste of expression”. "If you didn't remind me, I would have even forgotten that today is Double 11." He added.
Nalan, the director of the foreign trade woolen weaving factory, also complained to Paidai: "Some mature large stores and large customers are relatively stable. Some well-known Golden Crown stores have better planning, and most of them are linked to the order system. Strong digestion ability. For small sellers, the impact is greater. Some sold more than 300 pieces of a model last year, but they may not even sell 30 pieces this year.”
Why are small and medium-sized businesses struggling with the Double 11 promotion? Getting harder?
This may be because the competition on the platform has become increasingly fierce, and the profit margins of merchants have been further compressed. Moreover, we are currently facing problems such as low traffic, difficulty in delivery, and waning consumer enthusiasm, which makes merchants no longer look forward to Double 11.
Double 11 has gradually evolved from Double 11 on Tmall and JD.com to Double 11 for the entire industry. This year, as Douyin officially joins the war and competes head-on with Tmall, JD.com and other platforms, Pinduoduo has also extended its battlefront to November 13; at a time when Double 11 discount rules are being complained about as “complicated”, Vipshop is countering It follows the path and tries to win the hearts and minds of consumers by simplifying the rules.
There are more and more platforms sharing the Double 11 cake, which also means that the discounts will be increased, which will subsequently increase the promotion costs of the platforms and merchants.
Ba Ba, a business owner of a women's clothing store, complained to Paidai, "This year's Double Eleven will be cheaper than last year, otherwise the stock will be overwhelmed."
November 10 On the same day, Lao Zhu, a Tmall fashion brand clothing store owner who was busy with Double 11, lamented, "The overall feeling this year is that some big-name brands have very strong discounts, and it feels like big merchants are clearing inventory." He had already expected that Double 11 would still be If you participate, sales will increase, but profits will remain the same. "Everyone is rushing, and the bids are based on the bids of peers."
In addition, this year's Double 11, merchants will also face a big challenge The problem - logistics.
Recently, the epidemic has recurred in many places in China, resulting in merchants and consumers being unable to receive and deliver goods. On the 10th, Amu, a women’s clothing merchant in Guangzhou, applied to withdraw from Double 11 because she could not deliver goods. He said helplessly, "There is no way to reimburse them after selling them. They are almost refundable." There are many merchants who have the same experience as him.
This Double 11, even the merchants who are selling well are not excited.
In the community, some merchants have received hundreds of work orders with automatic overtime compensation, and some merchants are experiencing a surge in orders, but cannot deliver express delivery, and consumers who can send express delivery cannot receive it.
Logistics issues have become a gap between many merchants and Double 11.
From the consumption side, consumers’ enthusiasm for consumption is also fading. The "Double 11" Consumer Demand Survey Report released by Nandu Poll Center shows that the public's decline in "Double 11" shopping willingness is particularly obvious this year. Among the factors that determine Double 11 shopping, "stocking up for backup" ranks after "just having shopping needs", and the impact of discounts on consumption impulses is decreasing.
This change on the consumer side has also had a considerable impact on merchants’ preparations for Double 11.
Double 11 “slows down” and needs new stories
After 14 years, Double 11 is slowing down. In addition to GMV, various platforms are also looking for richer indicators to re- Define the value of a “shopping spree.”
Whether it is Tmall, JD.com, Douyin and other platforms, they are consciously blurring the data about GMV. The reason behind this may be that the incremental space has gradually become less and less, the "mythical era of instant sales" of e-commerce has passed, and Double 11 needs a new story.
Previously, Fubuki mentioned that in Tmall’s long-term strategy, merchant and consumer experience has become more important. Tmall mainly looks at two aspects internally: the first is the quality of growth, Double Eleven is only a reflection of the cycle; the second is paying more attention to long-term social value, such as green public welfare.
Businesses are actually accepting this change. “For us, this year’s Double 11, everyone no longer expects growth miracles. We hope to achieve a Double 11 with healthier financial profits.” Many merchants said.
Nowadays, merchants often ridicule themselves by saying "stable zero orders", which reflects the increasingly difficult e-commerce business for small and medium-sized merchants. However, today's days require more optimism and patience. Merchants should embrace changes, adapt to new e-commerce trends, and seek new breakthroughs so that their e-commerce businesses no longer rely too much on big promotions
Double Eleven historical data analysis
There are many discounts during the Double Eleven promotions every year, and sales are breaking new highs every time. Therefore, everyone is also more concerned about the data of Double Eleven promotion quotas over the years. What is the transaction volume on Double 11 in 2021? How does it compare with the Double Eleven transaction volume data of previous years? What is the transaction volume data of Double Eleven over the years? Let’s take a look with me below.
What was the transaction volume of Double 11 last year?
At 0:00 on November 12, 2021, the total transaction volume of Tmall Double 11 was rated at 540.3 billion yuan, which was 498.2 billion yuan last year. Data shows that in the first hour of Tmall’s Double 11 sales, the transaction volume of more than 2,600 brands exceeded that of the first day last year; as of 23:00 on November 11, the transaction volume of 698 small and medium-sized brands has reached from one million to tens of millions. A leap forward; 78 brands whose Double 11 sales last year exceeded 10 million yuan, this year’s Double 11 sales exceeded 100 million yuan.
At 0:00 on November 12, 2021, JD.com released the Double Eleven battle report. From 8 pm on October 31 to 23:59 on November 11, JD.com’s cumulative order amount during the Double Eleven period exceeded 3491 100 million. Among them, the sales of 31 brands exceeded 1 billion, and Apple exceeded 10 billion; the transaction volume of 43,276 merchants increased by more than 200 year-on-year, and the number of new small and medium-sized brands increased by more than 4 times year-on-year.
Tmall Double Eleven sales data over the years:
2020: transaction volume was 498.2 billion yuan
2019: transaction volume was 268.4 billion yuan
2018: The transaction volume was 213.5 billion yuan
2017: The transaction volume was 168.269 billion yuan
2016: The transaction volume was 120.7 billion yuan
2015: The transaction volume was 91.2 billion yuan
2014: The transaction volume was 57.1 billion yuan
2013: The transaction volume was 35.2 billion yuan
2012: Transaction volume was 19.1 billion yuan
2011: Transaction volume was 5.2 billion
2010: Transaction volume was 936 million yuan
2009: The transaction volume was 50 million yuan
The above is an introduction to the transaction volume of last year’s Double 11. You can learn more about it and pay attention to share more about the Double 11 promotion activities.
2022 Double Eleven network sales
Taobao’s advertising revenue proportion in 2022 will be about 343.4 billion. The sales volume of Taobao and Tmall Double Eleven in 2022 is about 343.4 billion yuan, and that of JD.com is about 174 billion yuan. According to published data, the total online transaction volume on Double 11 in 2022 was 557.1 billion yuan.
2019 Double Eleven Sales List
During Double Eleven, which brands set new sales records?
During Double Eleven, people’s desire to shop is very high, because during Double Eleven, many brands will launch promotions, and they can buy products that are usually purchased at ultra-low prices. You can't buy cheap things, and the more you buy, the cheaper they get. Therefore, not only consumers, but also shopping platforms also attach great importance to the Double Eleven event. During this Double Eleven period, not only the transaction volume of shopping platforms reached a record high, but also many brands broke through their own sales records. The transaction volume of many domestic brands that everyone likes very much has exceeded 100 million yuan. These include mobile phone brand Huawei, sports shoes and clothing brand Hongxing Erke, skin care brand Pechoin and sports brand Huili, etc.
Xiaomi mobile phone sales rank first in the mobile phone sales list.
I have to say that Xiaomi’s current development is getting better and better. In this year’s Double Eleven event, Xiaomi’s mobile phone once again topped the mobile phone sales list. Xiaomi’s mobile phone model that won the top spot in the mobile phone sales list is the Redmi K40. RedmiK40 is a mobile phone priced at 2,000 yuan. It has very powerful configurations and is very good in terms of performance and feel. Apart from Xiaomi phones, the most sold mobile phone is the Apple 13. The third place is also a Xiaomi phone. The third-placed mobile phone model is Redmi9A, which is a thousand-yuan mobile phone.
Cat litter became the first product to exceed 10,000 orders.
What is unimaginable is that on a certain shopping software, the first product to exceed 10,000 orders during Double Eleven was cat litter. This shows that young people nowadays are very fond of raising pets, especially well-behaved and docile pets like cats. And takes the care of cats very seriously. In addition to cat litter, the sales of agricultural products on a certain shopping software are also very popular, and the order sales of agricultural products have increased exponentially. This shows that the types of products on shopping platforms are becoming more and more diverse, and it also shows that young people’s consumption preferences have changed.