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$14b Spent in One Day by Chinese Consumers – LUXURY INSIGHT CHINA Q4 2015 PREVIEW


At 12:00p.m on November 12th, the worlds’ biggest online shopping festival, Single’s Day, ended its 24-hour marathon. On a big screen the Alibaba Group had built in Beijing to show real-time sales figures, the number stopped at 91.2 billion RMB, a 60% year on year growth. Reports in the Chinese and international media focused on the tremendous amount of money shoppers spent online in a single day, and how it was yet another huge success for the Chinese e-commerce giant.

Retail successes:

As a result of Alibaba successfully including a greater range of product categories into their sale, consumers now lean heavily towards the Single’s Day sales no matter what they are planning to buy. The top 10 sellers on this year come from a range of sectors.

Brand Products Sells value
1. Xiaomi digital device (mobile, tv, etc) 1.254 billion RMB
2. Huawei mobile 800 million RMB
3. Suning household appliance, digital device order increased 358%
4. Uniqlo apparel 600 million RMB (on all platforms)
5. Meizu mobile over 1.1 billion RMB (on all platforms)
6. Haier household appliance over 1.1 billion RMB (on all platforms)
7. Sitrust interior design and decoration 584 million RMB
8. Lin Shi Mu Ye furniture 510 million RMB
9. Letv digital devices (mobile, tv, etc) 1.52 billion (on all platforms)
10. China Unicom Vsens mobile

The consumers:

Among top purchase provinces on, seven out of the top ten are coastal, and only three are inland which were Sichuan, Hubei and Henan. The top ten provinces on by sales volume were:


Shanghai consumers were the top shoe buyers, while Beijing mums could be awarded ‘Best Mother’ since they bought the most kid’s products.
Other than Alibaba, the other two big e-commerce platforms: and also released their top buyers list: top sales province: top sales cities:
1. Guangdong 1. Beijing 1. Beijing
2. Jiangsu 2. Shanghai 2. Shanghai
3. Sichuan 3. Guangzhou 3. Guangzhou
4. Zhejiang 4. Shenzhen 4. Chengdu
5. Shandong 5. Chengdu 5. Chongqing

Breakthrough of this year

According to Alibaba, 30 million Chinese consumers bought products from overseas retailers. The top 10 import countries were: U.S., Japan, South Korea, Germany, Australia, Thailand, UK, New Zealand, France, and Italy.

During the same period, transactions on occurred in 232 other countries, the top 5 export countries were: Russia, Hong Kong, US, Taiwan, and Spain. This could be interpreted as either overseas based Chinese were making purchases or that the sale is becoming popular among international communities as well.


Technology is changing retail consumption, just as it’s changing the world. In a country the size of China, mobile phones and internet access give millions access to products from across the globe; they just need an excuse to buy, and Singles Day has proven to be a popular excuse for everyone. As always in this huge country, scalability is a massive opportunity provided that it can be leveraged. The concept of Double 11 may have been a marketing idea that was thought to be worth trying the first year it was conceived, and perhaps nobody would have considered how popular it would become.

What is very clear is that it has become a day of cult importance, a day worshipped by consumers in China and increasingly across the world, and one that may grow with even more significance in coming years.

Full version coming in our Luxury Insight China Q4 2015. Click to download



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