As the clock struck midnight on November 11, China’s Double 11 shopping festival—one of the world’s largest online retail events—came to a close, setting new records in sales, user engagement, and strategic shifts. Leading platforms like Tmall and JD.com took a fresh approach this year, extending the duration of the festival and shifting focus from pure price competition to improved user experience, premium products, and innovative partnerships.
Record-Breaking Sales and User Growth
This year, Tmall reported that over 589 brands surpassed RMB 100 million in sales during the Double 11 period, a 46.5% increase from 2023.
Meanwhile, JD.com also reached historic milestones with a 20% increase in shopping users and over 17,000 brands seeing sales growth surpassing 500%. Smaller merchants on JD.com also thrived, with over 30,000 small- to medium-sized businesses reporting more than double their sales compared to last year.
JD.com’s Jingzhuntong marketing and advertising platform was pivotal to this success, providing enhanced visibility through advanced targeting and user engagement strategies. By leveraging multiple channels—both on and off-platform—JD helped 100,000 merchants drive engagement and growth during Double 11.
The Shift from Low Prices to Quality and Brand Differentiation
Breaking from past practices, 2024’s Double 11 didn’t rely on deep discounts as a sole draw. Instead, platforms focused on creating an engaging shopping environment with a broader selection of quality products, improved logistics, and immersive live-streaming experiences.
Tmall emphasized quality with its “Billion-Yuan Subsidy” program, discounting thousands of popular products across categories like home appliances, electronics, beauty, apparel, and sports.
In parallel, JD.com launched its “National Subsidy” promotion, which provided a wide range of discounts, especially in home appliances and electronics. Through targeted offers and personalized user recommendations, JD’s strategy helped brands like Midea, Haier, and Hisense double their sales.
The Rise of Live Commerce and Targeted Promotions
This year marked a turning point for live commerce during Double 11. Tmall recorded 119 live-stream channels surpassing RMB 100 million in sales, a testament to the rising influence of professional live-stream hosts and brand-led broadcasts.
Not to be outdone, JD.com ramped up its live commerce initiatives, creating partnerships with high-profile influencers and aligning popular products with targeted consumer groups.
JD.com’s Jingzhuntong platform enabled merchants to run successful campaigns both on JD’s main site and through external media, allowing brands like Vivo and ON Running to achieve over 300% growth.
JD’s commitment to omnichannel advertising, including the launch of its “JD Navigator Program,” provided merchants with a variety of tools to maximize visibility and conversion rates, further solidifying JD’s approach to providing an all-encompassing retail experience.
Emerging Trends in China’s 2024 Double 11 Festival
- Emotional Consumption: Categories such as pet products, fragrances, and books emerged as new areas of growth. JD.com’s “National Subsidy” helped tap into this trend by highlighting niche and high-quality products that align with the emotional consumption wave, particularly in pet care and wellness categories.
- Sports and Outdoor Boom: The popularity of sports and outdoor gear surged, driven by China’s growing wellness and fitness trends. JD.com supported this sector with exclusive deals on top sports brands, using targeted advertising to attract health-conscious and outdoor-enthusiast consumers.
- Factory-to-Consumer (F2C) and Affordable Alternatives: Known as “平替” or “affordable alternatives,” F2C products became a key segment on both JD and Tmall. JD.com’s platform enhancements empowered factories to connect directly with consumers, offering quality alternatives to popular products with added transparency and accessibility.
- Internationalization of E-commerce: JD.com supported merchants seeking overseas expansion by facilitating seamless cross-border logistics and warehousing. This year’s Double 11 marked JD’s further step into international markets, capturing a growing number of cross-border sales.
Future Prospects for E-commerce in China
With China’s consumer base maturing and becoming more discerning, e-commerce companies like Tmall and JD.com will continue to balance discount-driven events with an enhanced focus on quality, convenience, and differentiated experiences.
This year’s Double 11, the “longest Double 11 in history,” has shown that these platforms are keen to elevate the value proposition for both consumers and merchants, investing in premium membership programs, cross-channel services, and more.
JD.com’s Jingzhuntong platform, along with targeted product categories and brand-building tools, promises to keep JD competitive as it focuses on personalized shopping experiences and brand differentiation.
By reducing friction points in logistics and advertising, JD aims to build a stronger foundation for merchant success and consumer satisfaction.
As both platforms adopt increasingly sophisticated strategies tailored to various consumer segments, Double 11’s role as a catalyst for innovation and growth in China’s retail landscape is only set to deepen. This evolution highlights the strategic moves by Tmall and JD.com as they continue to redefine the future of Chinese e-commerce.