Alibaba's 14th annual 11.11 Global Shopping Festival has concluded and the Group said it delivered results in line with last year’s GMV performance despite macro challenges and covid-related issues. Alibaba’s priority this 11.11 was to help its brand partners find new and loyal customers for sustainable growth. In the first four hours of the second check-out window, which started at 8pm on October 31, over 5,600 brands saw their member-generated gross merchandise value (GMV) more than double. Over 130 brands surpassed RMB100 million ($14.0 million) in member-generated GMV.  

In the US, the 11.11 Festival was marked by the launch of a partnership between Simon Properties, Shop Premium Outlets (SPO) and Alibaba’s cross-border platform Tmall Global. The partnership brought SPO’s online inventory as well as products from the Woodbury Common Premium Outlets to over one billion shoppers in China. On November 4, a two-hour livestream from Woodbury Common attracted 1.37 million viewers who virtually browsed the stores of Michael Kors, Coach and Stuart Weitzman.

From the start of the 11.11 sales period (October 31) to end of November 10, 148 categories saw GMV growth of more than 100%, compared with the start of the 11.11 sales period (November 1) to end of November 10 last year. Examples of categories with over 100% GMV increase:

• Hot and cold facial beauty devices 5,568%

• Carpet cleaners 3,034%

• Beauty travel kits 276%

In addition, in the first 28 hours of the first sales window (Oct 31-Nov 1), GMV of antioxidant essence increased 181%, anti-inflammatory serum 219%, nourishing essence 276%, and antioxidant facial masks (sheet pack) more than 14-fold, compared with the first day of last year's first sales window.

In the first four hours of the first sales window (Oct 31-Nov 1), the official livestreaming channels of Estée Lauder, La Mer, Lancôme and Proya each surpassed RMB100 million in GMV.  

Other highlights from the 2022 11.11 Global Shopping Festival:

• 1,009 overseas brands on Tmall Global achieved year-on-year GMV growth of more than 100%.

• Strong growth momentum in categories including sports & outdoors, pet products, collectible toys and jewelry.

• More than 300 million consumers have watched livestreaming sessions hosted on Taobao Live since the start of the presale period. During the entire sales period, 62 influencer and merchant-run livestreaming channels surpassed RMB100 million in GMV, and 632 influencer and merchant-run livestreaming channels surpassed RMB10 million in GMV.

• Instinct, a raw pet food company in Missouri, has been riding the wave of interest from Chinese consumers who put their pets’ health and wellness first. Instinct has seen its business double in China over the last three years and is launching a longevity product line this 11.11 to promote animal wellness.

• Vitamix, a century-old US blender brand, brought Chinese consumers to its test kitchen and museum at its HQ in Ohio through a livestream. Millions of viewers tuned in to learn different recipes using the brand’s appliances from Vitamix’s executive chefs.