China’s Double 11 shopping festival concluded on November 11, breaking sales records while shifting its focus toward enhancing user experience and brand growth. Leading platforms, Tmall and JD.com, took a new approach this year, emphasizing premium products, innovative marketing, and live commerce over traditional deep discounts.
Record-Breaking Sales And Growing Engagement
Tmall saw over 589 brands achieve sales exceeding RMB 100 million during the festival, marking a 46.5% increase from 2023. JD.com reported a 20% increase in shopping users, with more than 17,000 brands recording over 500% growth in sales. Smaller merchants on JD.com also thrived, with over 30,000 businesses doubling their sales compared to last year.
JD.com’s marketing platform, Jingzhuntong, played a significant role in this success. By using advanced targeting and omnichannel advertising, the platform supported 100,000 merchants in increasing visibility and engagement.
From Discounts To Quality And Differentiation
Unlike previous years, the 2024 Double 11 festival moved away from heavy reliance on discounts. Platforms created an immersive shopping environment, with Tmall introducing a “Billion-Yuan Subsidy” program and JD.com launching its “National Subsidy” promotion. Both initiatives focused on premium products and personalized offers.
Major brands like Midea, Haier, and Hisense benefited from this strategy, doubling their sales through tailored campaigns and improved user experiences.
Live Commerce And Targeted Promotions
Live commerce reached new heights during the festival. Tmall saw 119 live-stream channels generate sales above RMB 100 million, driven by professional hosts and brand-led broadcasts. JD.com partnered with high-profile influencers and targeted consumer groups to boost sales, with brands like Vivo achieving over 300% growth.
JD.com’s “JD Navigator Program” offered merchants tools to enhance visibility, ensuring campaigns reached the right audiences across platforms.
Emerging Trends From Double 11
- Emotional Consumption: Products like pet care, fragrances, and books grew in popularity, reflecting consumer interest in wellness and emotional connection.
- Sports And Outdoor Gear: Driven by fitness trends, demand for sports products surged, supported by exclusive deals and targeted advertising.
- Factory-To-Consumer (F2C): Direct-to-consumer offerings provided affordable alternatives to premium products, aligning with consumer demand for transparency and quality.
- Cross-Border Growth: JD.com’s focus on international logistics facilitated cross-border sales, marking progress in global e-commerce expansion.
Future Outlook For E-Commerce
Double 11 2024 highlighted a shift in China’s e-commerce landscape, with platforms prioritizing quality, personalized experiences, and brand differentiation. Tmall and JD.com are set to continue investing in premium memberships, cross-channel services, and innovative marketing to enhance consumer satisfaction and merchant success.
As China’s consumer base evolves, the festival’s strategic innovations will further shape its role as a global retail trendsetter.