For ten years now it has been the same ritual, at sharp midnight on the night of November 10-11 tens of millions of Chinese jump on their computers or smartphones to take advantage of the attractive discounts offered by Alibaba and other Chinese e-commerce groups on the occasion of “Guānggùn Jié”, the Mandarin name for the “Singles’ Day”.
The slowdown in Chinese middleclass consumption and the ongoing customs dispute with the United States cast doubt on the 2019 editions’ ability to break the records set in 2018. This was not the case in all sectors: Turnover, number of packages shipped, number of participating customers, the celebration of singles this year again reached dizzying scores. Judge for yourself:
– The first billion dollars in sales was reached in one minute and 8 seconds (17 seconds less than last year), which corresponds to nearly $15 million in sales per second!
– The first $13 billion in sales were reached in just over an hour, (exactly 1 hour, 3 minutes and 59 seconds), 43 minutes less than last year.
– The total business volume achieved by Alibaba in 2018 within 24 hours was achieved this year in only 16 hours and 31 minutes.
— Alibaba Group (@AlibabaGroup) November 11, 2019
– Alibaba achieved in one day a turnover of more than 268 billion yuan or 38.4 billion $ against 30.7 in 2018, this figure exceeds the annual turnover of groups such as Nike or Air France KLM.
– Peaks of more than 500,000 orders… per second were recorded.
What it looks like in China when your ecommerce store blows up on Double 11 Shopping Festival pic.twitter.com/zNrVQLiu1g
— Matthew Brennan (@mbrennanchina) November 11, 2019
– According to Alibaba’s estimates, a total of 500 million users are expected to connect during this sale, which has become the world’s largest sale operation ahead of the American Black Friday.
– The proportion of purchases made from a mobile phone reaches 90%. This figure shows how much more widespread this use is in China than in Europe or the United States.
– Alibabas’ sales represent less than 50% of the total sales made by all Chinese e-commerce sites on this day. Other sites such as JD.com or Tmall each made more than 20 billion sales during the Single’s Day.
– More than a billion packages will have to be packaged and shipped to Chinese consumers.
— Fabian Schmidt (@3BodyProblem) November 5, 2019
November 11 is a day of remembrance in many Western countries. It is therefore desirable that brands respect this parenthesis, in any case between Christmas, Valentine’s Day, Halloween, Mother’s Day and Black Friday there is no shortage of celebrations for the consumer goddess.