Double 11, China’s biggest e-commerce event, has wrapped up for 2024, and the numbers are staggering. The festival, also known as Singles’ Day, not only saw record-breaking sales but also revealed valuable insights for brands. Here’s a quick look at the highlights and what they mean for your business.
- A Booming Market with Strong Consumer Confidence
According to Xingtu data, total platform sales during the Double 11 period hit RMB 1.44 trillion ( USD 198 billion) , a 26.6% year-on-year increase. Tmall alone recorded 589 brands surpassing RMB 100 million ( USD 13 million) in sales—a 46.5% jump compared to last year. Top-performing brands like Apple, Haier, and Nike even crossed the RMB 1 billion ( USD 138 million) mark .
What this means for brands: Consumers are still willing to spend on premium products when the value is clear. This is an opportunity for fashion and luxury brands to capitalize on their strong brand equity and offer irresistible deals.
- VIP Members Are Driving Growth
Taobao's 88VIP membership program continues to grow, with over 42 million members and a 50% increase in purchase activity compared to last year. These loyal shoppers are the driving force behind higher basket sizes and brand loyalty.
For brands: Building membership-based loyalty programs or tapping into platforms’ VIP ecosystems can ensure repeat purchases from a highly engaged audience.
- Livestream E-Commerce Has Hit Mainstream
This year marked a turning point for livestream shopping. Taobao saw 119 livestream rooms exceed RMB 100 million (USD 13 million) in sales, a record high. Professional live-streamer, curated product selections, and platform guarantees have become a winning formula.
The takeaway: Quality over quantity matters. Lives-treaming isn’t just about entertainment anymore—it’s about creating a trusted space for consumers to make confident purchasing decisions. Brands need to collaborate with professionals or develop their own livestreaming capabilities.
- Longer Campaign Periods = More Strategic Opportunities
Double 11 has evolved from a one-day event to a month-long shopping season, with promotions lasting up to 29 days this year. This shift gives brands more time to engage audiences, build anticipation, and optimize their campaigns.
Pro tip for brands: Start early with pre-sale strategies and maximize engagement through multiple touchpoints—social media teasers, influencer collaborations, and interactive content.
- Little Red Book: The Rising Star for Fashion and Lifestyle Brands
Xiaohongshu (Little Red Book) is cementing its position as a key platform for fashion and luxury players. This Double 11, the number of merchants achieving RMB 10 million (USD 1.3 million ) in sales increased by 3.3x year-on-year.
Why this matters: Little Red Book is where fashion-forward, affluent consumers spend their time. For brands looking to target trend-conscious millennials and Gen Z, this platform should be at the center of your content and community-building strategies.
- Smarter, More Rational Consumers
Today’s Chinese consumers are more deliberate than ever. They’re not downgrading their spending but are instead seeking better value. McKinsey’s 2023 China Consumer Report highlighted this shift, with buyers prioritizing trusted brands and competitive prices through the right channels.
What to focus on: Transparency, authenticity, and clear value propositions will help brands resonate with these savvy shoppers.
The Bottom Line
Double 11 is no longer just about big discounts—it’s a masterclass in omnichannel engagement, consumer loyalty, and strategic execution. Whether it’s leveraging livestream e-commerce, building VIP programs, or tapping into Xiaohongshu’s thriving ecosystem, brands have countless ways to win in China’s fast-evolving market.
At RedderUp, we specialize in helping fashion and luxury brands navigate this dynamic landscape in:
- Chinese social media marketing
- Influencers management and live-streaming
- Fashion PR
- eCommerce management across different platform, i.e. Tmall store, Little Red Book store.
From crafting localized strategies to building impactful campaigns, we’re here to help you succeed in China. Contact us to get ongoing coverage and industry insights.
Let’s connect and discuss how your brand can make the most of next year’s Double 11!
References:
- Publicly available e-commerce performance reports
- StarMap Data: Analysis Report on 2024 Double 11 Sales Across Platforms
- Vogue Business: The Quiet Double 11 Reveals Four New Online Consumption Trends