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A New Record for Tmall 11.11 Pre-Sales

Alibaba Group‘s 11.11 Global Shopping Festival plays a vital role for brands, platforms, and consumers every year. Like last year, there are two waves of pre-sales: the 1st wave of pre-sales launched at 8 pm on October 20th, and the 2nd wave of pre-sales will start on November 4th.

11.11 Global Trends from the First Wave of Pre-Sales

1️⃣ The top 3 categories are cosmetics (40%), digital products (19%), and apparel (10%). 

2️⃣ The largest categories; cosmetics and sportswear, are still primarily dominated by international brands such as L’OréalThe Estée Lauder Companies Inc., and Lancôme for beauty, and NikeFILA, and adidas for the outdoors. 

3️⃣ We can still see good results from some super local brands such as ANTA Sportswear and Li-Ning (China) Sports Goods Co. Ltd.

Baozun eCommerce Inc.‘s Results of the First Wave of Pre-Sales

We are thrilled to share the strong pre-sales performance achieved by Baozun from October 20th to November 1st. 

One store exceeded 1 billion RMB in sales in just 13 seconds, and another one 500 million in 35 minutes and 39 seconds. 

Moreover, 110 stores exceeded their full-day turnover of the same period last year! 

More insights from Baozun:

Rapid Growth in New Industries 
It is worth noticing the brand-new record of some promising categories at Baozun.
For example, medical devices brands’ sales exceeded 20 million RMB, a 22% YOY increase.
The cumulative sales of high-end home appliances brands exceeded 43.84 million, an increase of 96% YOY, with the highest AOV reaching 86,988 RMB.

Omni-Channel Marketing
Omni-channel marketing grows rapidly during this 11.11 festival. It covers over 20 platforms, including TmallJD.COM抖音 tik tokSina WeiboXiaohongshuKuaishou Technology, etc. 
20 brands from Baozun’s portfolio completed over 160 live streamings with an accumulated time exceeding 1,000 hours. 

November 11th is just a week away, but the first part of the 11.11 pre-sales has already been quite successful. 
We are hopeful that the second part of 11.11 pre-sales will be just as significant!

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