In 2009, Chinese multinational technology company launched Double 11, or Single’s Day, as a strategic sales event to boost online shopping. Over the years, the event revolutionized e-commerce with innovative promotion formats such as live-streaming, AR/VR shopping, and the integration of AI. By 2020, it expanded beyond a 24-hour sales window to meet consumer demands for longer shopping periods and better services. However, in recent years, it have witnessed declining enthusiasm, reflecting the shifts in consumer behavior and economic pressures.
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This year’s Double 11 marks a new approach to consumer engagement and brand strategies, including the cancellation of Alibaba’s iconic gala and the expansion of the event into a month-long period.
2024 Double 11 recap: key events and trends
The total sales in this year’s festival reached RMB 1.44 trillion, marking a 26.6% increase from 2023. However, while this sets a new record, it doesn’t necessarily mean that 2024 was significantly more successful than previous years as this measure doesn’t account for returns and refunds. Vouchers and trade-in subsidiers were widely offered, with many incentives focused on home appliances. Users could get a subsidy of up to 20% of the sales price, with a maximum of RMB 2,000 per transaction. Notably, these discounts could still be valid even after returns were made.
Tech products were the top performing categories in Double 11 in 2024
According to Syntun, top performing product categories include home appliances, digital products, and clothing. On Tmall, 589 brands surpassed RMB 100 million in gross merchandise volume (GMV), up from 402 the previous year. Additionally, 45 brands, including Apple, Haier, and Xiaomi, exceeded RMB 1 billion in sales. The strong performance of home appliances and digital products was driven in part by the Chinese government’s support for green consumption. Policies such as the trade-in subsidy incentivized purchases of energy-efficient appliances, boosting sales and promoting sustainable consumerism.
Double 11 in 2024 lasted longer than it did in previous years
A major distinction in this year’s Double 11 festival was its expansion, making it the longest edition to date. Alibaba group and JD.com kicked off their sales on October 14th, roughly 10 days earlier than in 2023, to leverage the government’s trade-in policy. This earlier launch provided platforms with additional time to showcase products, offer personalized services, and manage peak sales periods. Major discounts and substantial vouchers helped drive consumer interest, signaling a shift toward longer, value-driven shopping experiences. These adjustments enhanced logistics and after-sales services, addressing consumers’ growing demand for quality and overall value, such as better service, convenience, and long-term product satisfaction. The expansion of the event into a month-long period indicates a shift from the initial 24-hour sales model, highlighting the growing preference for a longer, more flexible shopping experience.
AI integration drives Efficiency and engagement in 2024 Double 11
The Double 11 festival this year showcased advancements not only in sales extension but also in technology integration. Alibaba embedded AI throughout Taobao and Tmall, revolutionizing the shopping experience with personalized recommendations, smart customer support, and streamlined logistics. For example, Taobao’s “Ask Taobao” (淘宝问问) service automated product Q&A using AI, cutting customer service response times by 50% and boosting satisfaction. JD.com’s smart recommendation systems helped merchants achieve a 30% increase in sales, showcasing how AI can be utilized for enhancing both operational efficiency and customer engagement.
These developments underscore how AI-driven technology is reshaping the e-commerce landscape, making operations more efficient and fostering deeper consumer connections. The 2024 Double 11 festival highlighted that as AI applications expand, they will continue to play a pivotal role in enhancing platform services and merchant success.
Alibaba’s decision to cancel the gala and its impact
The cancellation of the 2024 Double 11 gala represented a strategic pivot for Alibaba, focusing more on direct consumer and merchant support rather than extravagant entertainment. Originally introduced in 2016, the gala became an integral part of the Double 11 driving consumer engagement and attention. The gala featured celebrity performances and live promotions to build excitement and drew massive viewership. However, as consumer enthusiasm waned over time and competition within the e-commerce industry intensified, the gala’s influence diminished. The public’s growing preference for practical shopping experiences over entertainment, combined with increasing costs and diminishing returns on investment, led Alibaba to prioritize spending on initiatives with greater impact.
This year, resources shifted to direct consumer and merchant support, reflecting a renewed commitment to Double 11’s core mission of delivering impactful discounts and promotions which had seen less emphasis in recent years. Alibaba offered RMB 30 billion in consumer vouchers and RMB 3 billion in merchant subsidies, with over RMB 10 billion allocated to traffic investment. These measures enhanced affordability and participation, fostering a shopping environment centered on value and quality.
For consumers, the absence of the gala meant a shift from the urgency of one-night events to more flexible, monthlong promotions, allowing them to better plan purchases without pressure. Brands responded by emphasizing loyalty programs, strategic deals such as bundle offers, and extended live-streaming to capture interest, showcasing a move toward sustainable, long-term engagement over spectacle.
Broader implications of changes to 2024 Double 11 festival
The cancellation of Alibaba’s 2024 Double 11 gala and the extension of the event to a month-long festival highlight a notable shift in e-commerce strategy, emphasizing sustainable growth and deeper consumer relationships. This move reflects broader trends seen in the market in recent years, where consumer behavior leaned towards balancing quality and price instead of simply seeking low prices.
According to the “Double 11 Quality Consumption Report” released by Tmall, the sales of high-ticket items increased by 50% year-on-year, while the sales of low-priced items declined by 10%. This indicates that consumers are more willing to pay for high-quality products, and low-price strategies are no longer as effective in attracting them. Brands like SK-II and WHOO capitalized on this shift through quality assurance and interactive content such as live streaming, which fostered strong consumer engagement and loyalty.
Platforms also strengthened their membership programs by offering exclusive perks and personalized services to foster loyalty. Tmall’s 88VIP program, for instance, drove repeat purchases through special benefits. Furthermore, e-commerce livestreams have also evolved from being dominated by top influencers to featuring mid-tier hosts, who saw a 60% increase in viewers and a 40% boost in sales according to Douyin. This diversification meets the demand for more personalized, relatable content. Collectively, these trends signify a move towards holistic, value-driven shopping, aligning with consumers’ desire for richer, more responsible consumption experiences.
Key takeaways about Double 11 in 2024 in China:
- Double 11 has transformed from a one-day online shopping extravaganza to a monthlong festival.
- 2024 saw record sales, with home appliances and digital products leading growth, driven by government incentives and extended shopping periods.
- AI integration in this year’s Double 11 festival enhanced personalized recommendations, automated customer service, and optimized sales strategies, driving both efficiency and consumer engagement.
- Alibaba canceled its iconic gala, marking a significant shift from flashy promotional events to a more consumer-centric approach that focuses on value and long-term engagement.
- Changes to the Double 11 festival in 2024 suggest a future where e-commerce focuses on sustainable, curated shopping experiences, shaping a more meaningful brand-consumer relationship.
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