By Joanna Perry | Global Head of Marketing

Our Greater China team achieved record-breaking Double Eleven results this year for the brands we trade on Tmall Global.

Overall, Alibaba achieved a strong 26% topline growth in gross merchandise value (GMV), with total sales of US$38.4 billion to half a billion customers. The top ten countries selling cross-border on the day, ranked by total GMV, were: Japan, the USA, South Korea, Australia, Germany, France, the UK, New Zealand, Italy and Canada.

Practicology was delighted with the record-breaking Double Eleven results achieved by the brands we work with on Alibaba's Chinese cross-border marketplace Tmall Global. Here are our highlights:

  • Our Western outdoor apparel client grew its 11.11 sales by more than 50% year on year. We offered the deepest discounts on the brand in the first three hours of the event to create purchae urgency. This was complemented by promotions where customers could recieve a gift or cash coupon so that all customers felt they were receiving value for money.
  • We saw 35% sales growth for the US petcare client whose Tmall store we have taken on in the past year. In addition to discounts and gift incentives, we encouraged user-generated content by offering a free snack for customers who submitted a picture of their dog with one of the brand's products.
  • The US premium supplements brand we launched on Tmall Global in September 2019 achieved 11.11 sales equal to its entire sales for September and October. The store has also risen by one level every month in Tmall's seven level store ranking.   

For each brand that we trade, on-platform promotions and marketing were complemented by off-platform activity to drive new customers to our brands' Tmall Global stores. This included working with key opinion leaders (KOLs) on Weibo and Little Red Book, brand posts on Weibo and WeChat, and brand exposure on the top related special interest websites.

Practicology Greater China General Manager Arthur Cheung said of the performance:

"We are delighted to have been able to deliver such a strong sales performance for our brands during the 11.11 Shopping Festival. Alibaba has once again demonstrated the buying power of Asian consumers, and we look forward to continuing to onboard Western brand clients to Tmall Global who want to maximise their performance selling cross-border to China."

If you would like to begin selling on Tmall, or discuss how to improve the performance of an existing Tmall store, get in touch at hello@practicology.com.   

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