Practicology is now Pattern

By Joanna Perry | Global Head of Marketing

Pattern Greater China is delighted to announce record-breaking results for its Tmall Trade Partner business over the recent 11.11 Shopping Festival. Both Pattern’s and Alibaba’s 11.11 trading results demonstrate the resilience of the Chinese economy through the pandemic, and continued demand for international brands by Chinese consumers.

This year, Alibaba ran its 11.11 promotional event – also known as Singles’ Day – across 11 days from the 1st to the 11th November. Total sales of US$74.1 billion delivered an increase of 26% on the same period in 2019, and a new high for the owner of Tmall, Taobao and Lazada.

Tmall stores managed by Pattern grew their sales by an average of 91% year-on-year across the 11 days of 11.11 trading. In addition, every one of the brands we represent on Tmall achieved sales in the first 11 days of November 2020 that were greater than their Tmall sales for the whole of November 2019.

This year we are trading brands in categories including health & beauty, fashion, pet and kitchen.

In addition, several of the American brands that we represent in China achieved 11.11 sales that were up more than 200% year-on-year. Alibaba revealed that the USA was the top market for international brands selling on its platform.

Pattern General Manager for Asia Arthur Cheung commented: “Our data-driven approach to trading on Tmall, working in close partnership with the brands we represent, ensures that we optimise our 11.11 trading and marketing campaigns. This has resulted in another strong year of growth that we aim to capitalise further on in 2021.”

Pattern is currently onboarding several Western brands that we will trade on Tmall Global in 2021, both taking over existing Tmall stores and working with brands to open new stores on the Tmall Global cross-border marketplace.

For more information on our approach to trading on Tmall Global, download our free Tmall Trading Guide or contact our Asia team in Hong Kong at hk@pattern.com.

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