The 2019 Double 11 has come to a close, marking the 11th year of the event. Double 11 is no longer just a shopping festival; it has become a brand growth festival and a consumer interaction festival.

【Tmall Double 11 Officially Concludes with 268.4 Billion Yuan in Daily Transactions】 It is reported that at midnight on November 12, the 2019 Tmall Double 11 concluded with total transactions exceeding 260 billion yuan, finally settling at 268.4 billion yuan. This surpassed last year's 213.5 billion yuan, setting a new record.

【JD.com Sets New Double 11 Record: 204.4 Billion Yuan】 At midnight on November 12, JD.com announced that during the 2019 "JD.com Global Good Things Festival," from 00:00 on November 1 to 24:00 on November 11, cumulative orders on the JD platform exceeded 204.4 billion yuan, surpassing the 201.5 billion yuan achieved during the 2019 JD 618 Global Mid-Year Shopping Festival and the 159.8 billion yuan from JD's 2018 Double 11.

【Pinduoduo: No Further "Double 11 Data" Disclosed】 After November 11, 2019, compared to other platforms' reports, Pinduoduo only issued an open letter, stating, "People care about numbers and grand things, but we haven't even had time to set up a real-time data screen. The whole company is busy restocking, comparing prices, and subsidizing. We haven't even put up banners or festive flower baskets in the corridors, and the day has passed." It indicated that no further "Double 11 data" would be disclosed externally.

However, data from third-party platform Xingtu Data showed that on Double 11 day 2019, total online sales reached 410.1 billion yuan, with Tmall, the home ground, accounting for 65.5%, a dominant position hard to shake. JD.com, Pinduoduo, and Suning.com followed with 17.2%, 6.1%, and 4.9%, respectively. Based on sales share, Pinduoduo's sales were 25 billion yuan.

【Suning.com: 1-Hour Order Volume Up 89% Year-on-Year】 In the early hours of November 11, Suning released its 1-hour report for Double 11 day. The report showed that Suning.com's 1-hour order volume increased 89% year-on-year. Although Suning.com did not disclose specific sales amounts or market share, data from third-party platform Xingtu Data showed that on Double 11 day 2019, total online sales reached 410.1 billion yuan, up 30.5% year-on-year, with Suning.com accounting for 4.9%. Based on sales share, Suning.com's sales were 20.095 billion yuan, up 36% year-on-year, higher than the overall online growth rate.

Tmall Double 11 Food Category Sales Ranking Which FMCG brands are leading this year? See the Tmall Double 11 industry rankings and sub-category rankings below.

△2019 Tmall Double 11 Food Category Ranking

Double 11 Food Companies' Omni-channel Transaction Reports Let's also look at the omni-channel food category transaction figures for Double 11.

Three Squirrels: Omni-channel Sales of 1.049 Billion Yuan Image source: Three Squirrels Among snack food companies, Three Squirrels' omni-channel sales exceeded 1.049 billion yuan, with online channels accumulating over 923 million yuan; offline channels accumulated sales exceeding 126 million yuan, a year-on-year increase of 226%. Notably, 147 Squirrel stores participating in Double 11 saw a year-on-year sales increase of over 9539%.

Among super star products, two products broke 100 million yuan: Daily Nuts sold 1,973,104 boxes, and Snack Gift Packs sold 4,563,821 units. Six super products exceeded 20 million yuan: Nut Gift Packs, Giant Snacks, Macadamia Nuts, Pecans, Pistachios, and Open Pine Nuts.

Tsingtao Beer: First Tmall 2.0 Store in the Industry According to Tsingtao Beer's report, Tmall flagship store sales on Double 11 day increased 212% year-on-year, with conversion rate up 182% year-on-year. The cans sold would stack up to the height of 32 Mount Everests.

Notably, during this Double 11, Tsingtao Beer's e-commerce used Tmall flagship store's latest AR/VR technology for the first time, using scenes to reflect the brand's and products' historical background, fully restoring the Tsingtao Beer factory with an immersive experience, showcasing the brand's historical heritage, strengthening brand positioning, and spreading brand culture.

Bestore: High-end Snacks Omni-channel Sales of 560 Million Yuan Bestore continues to lead in online sales of high-end seafood snacks, with Patagonian scallops ranking first, and sesame seaweed and squid tentacles ranking second and third, respectively. Importantly, Bestore invited nearly 20 streamers, including Li Jiaqi, to assist, attracting 46.72 million views. Offline, its Huimin stores' sales exceeded 219 million yuan, up 27% year-on-year.

Nongfu Spring: Total E-commerce Transactions Exceeded 33.88 Million Yuan Nongfu Spring ranked first in the water beverage category across the entire network. Total e-commerce transactions for 2019 Double 11 exceeded 33.88 million yuan, up 44.5% year-on-year. Among them, baby water sales exceeded 250,000 boxes, up 52.6% year-on-year; Carbon Coffee exceeded 100,000 boxes, ranking first in online ready-to-drink coffee sales.

Mengniu: Total Online Sales Exceeded 200 Million Yuan, Strongly Defending 5 Consecutive Championships On Double 11 day, total online sales exceeded 200 million yuan, up 40% year-on-year, ranking first in the dairy industry. Among them, Tmall flagship store and Tmall Supermarket both grew over 50% year-on-year.

Genki Forest: Total Sales Exceeded 23.45 Million Yuan In 2019, Genki Forest broke 1 million yuan in 5 minutes, broke the 2018 Double 11 record in 19 minutes, and total sales for 2019 exceeded 23.45 million yuan, up 901% year-on-year, selling 5.6 million bottles.

Mondelez: Ranked First in Tmall Biscuit Category Mondelez Group ranked first in the Tmall biscuit category (note: Mondelez's data statistics period is from October 21 to November 11), up 25% year-on-year. The biscuits sold could circle the Forbidden City 1,646 times. During this period, Oreo Nut Hug sold 550,000 packs, totaling 13.8 tons, ranking third in store sales; Oreo Little Blue Box exceeded 80,000 boxes, with sales of nearly 4 million yuan.

On Double 11 day, Mondelez Tmall shipped 120,000 boxes of deliciousness.

As the 2019 "Double 11" concluded, related statistics show that during the 2019 "Double 11" period, major e-commerce platforms across the network achieved record total sales, with logistics orders increasing 24% year-on-year. This year's "Double 11" shopping ecosystem presented five major characteristics.

First, launching new products. New product launches drive traffic, and customized development improves conversion efficiency. Tmall launched 1 million new products during "Double 11," accounting for over 10%; JD.com also became a platform for many FMCG brands to launch new products. The success of Tmall's new product strategy confirms Alibaba's core capability of empowering brand merchants through data mining, which relies on infrastructure such as Tmall's new product digital system and big data. In 2019, the new product strategy served as a core strategy, leading sales growth across platforms.

Second, new marketing. KOL live streaming became a hot spot, and marketing tactics continued to upgrade. During Tmall's pre-sale period, live streaming guided transaction growth of over 15 times, with Viya and Li Jiaqi's pre-sale live streams each exceeding 50 million views; pre-sale products accounted for over 30% of total Double 11 sales.

Third, sinking channels. E-commerce platforms focused on lower-tier markets, combining social group-buying interactive gameplay and high-cost-performance products to capture the consumption needs of small-town youth, such as Suning's Retail Cloud.

Fourth, full-scenario integration. Mainstream e-commerce platforms integrated online and offline traffic, deeply integrating food, drink, entertainment, shopping, and more, such as Suning's "One-Hour Scenario Life Circle" and Alibaba's Digital Economy 24-Hour Life Circle.

Fifth, experience upgrade. Logistics facilities were further improved, and shopping experience continued to optimize.

From 2019 Double 11 to 2020: 10 Major Trends for Brand Growth

  • Trend 1: Traffic operation is the foundation; brand operation and product innovation are future focuses and opportunities.
  • Trend 2: Diversified traffic, popularization of streamers.
  • Trend 3: Member operation shifts from acquiring new customers to retaining existing ones and driving repeat purchases.
  • Trend 4: The rise of national trends; patriotism can be expressed loudly.
  • Trend 5: Continuous innovation in sales formats.
  • Trend 6: Traffic stars contribute significantly to brand sales; discovering potential stocks is a challenge.
  • Trend 7: Appearance is key, but health is more important.
  • Trend 8: New forces rise; blue oceans await exploration.
  • Trend 9: Online sales of virtual services begin to explode.
  • Trend 10: Cross-border e-commerce becomes an important incubation base for new products.

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