At 8 pm on October 24, the 2023 Tmall Double 11 started pre-sale, and brand transactions started to experience strong growth. Within one hour, more than 1,300 brands saw a year-on-year turnover increase of over 200%, and nearly 700 brands saw a year-on-year turnover increase of over 500%. Proya, L’Oreal, Haier, Fila, Lancôme, Midea, Guerlain, Nike and other brands are vying to have turnovers exceeding 100 million yuan, and new domestic brands such as Huazhi and Qiechu have also joined the “100 million yuan club”.
Domestic beauty products have become one of the most popular categories for pre-sales on Tmall’s Double 11. Within one hour, more than 500,000 pieces of PROYA Ruby Face Cream 3.0 were sold; more than 400,000 pieces of makeup cleansing oil were sold, and more than 300,000 pieces of Huazhi Swan Ballet Lip Glaze and Proya’s “morning C and evening A” combination anti-bacterial essence were sold. ; Jimeng’s year-on-year growth exceeded 8,000%, Kefumei’s year-on-year growth exceeded 4,900%, and its initial year-on-year growth exceeded 2,500%, leading the industry in growth rate.
The iPhone 15, which is priced at the lowest price across the entire network, has also been snapped up by consumers. Within one hour of going on sale, the 5,198 yuan iPhone 15 was sold out 6 times and the iPhone 15 Pro Max was sold out 8 times on Taobao’s tens of billions of subsidies, and multiple merchants worked overnight to restock. In addition, the demand for niche segments such as e-sports is rising. Within the first hour, the number of video game equipment increased by 150% year-on-year. Intelligent flying equipment such as drones increased by 300%, built-in refrigerators increased by 450% year-on-year, and kitchen air conditioners increased by 1,800% year-on-year; nearly 160 brands such as Nintendo, vivo, DJI, Meizu, Leifen, and Dell increased by more than 100%.
As the seasons change from autumn to winter, sports shoes and clothing are in hot demand. In the first hour of sales, the sales of 103 brands including THE NORTH FACE, URBAN EXPLORATION, Ghost Tiger, Fila, Arc’teryx, 361°, Puma, and lululemon exceeded the first day of pre-sale last year. CityWalk, which exploded in popularity this year, has spawned a craze for urban walking and short-distance strolling. The first-hour sales of Fila Mars shoes exceeded 24 million; the North Face down jacket, which combines fashion and professional outdoor functions, pre-sold more than 30 million in the first hour.
At the end of the year, home renovations also ushered in a peak. Within one hour of sales opening, Tmall’s home furnishing industry grew by more than 50% year-on-year, with 543 brands transacting more than the entire day last year. Among them, Qingshan Meisu and Atour Planet surpassed the entire first day of last year in 10 minutes, Jinchan Curtains surpassed the entire pre-sale cycle of last year in 20 minutes, Mr. Bang and Opu exceeded the entire day of last year by 3 times in the first hour, and Luolai exceeded the entire pre-sale period in the first hour. A year-on-year increase of over 500%.
“Yueji” consumption has also experienced explosive growth. Jewelry pre-sale transactions increased by more than 600% year-on-year, and travel and animal life services increased by 117% year-on-year; alcohol and beverage consumption exploded, Wuliangye pre-sales exceeded 100 million yuan, Rémy Martin flagship store increased by 1,900% year-on-year, and Starbucks flagship store increased year-on-year A year-on-year increase of 800%, Xijiu flagship store increased by 460%, and Naixue flagship store increased by 390% year-on-year.
As the main front for brand growth, Tmall Double 11 brings together the annual top new products and hot-selling products across the entire network; at the same time, this year’s Double 11, on the basis of 50 off for purchases over 300, launched a large-scale official direct discount for the first time, exceeding 80 million Hot-selling products achieved low prices throughout the year, and 2 million brand co-branded models, trendy collectibles and other trendy goods were launched on Tmall, contributing to a happier and more affordable Tmall Double 11 for consumers.