Executive Summary

E-commerce platforms and offline merchants celebrated China’s last major shopping festival of the year, Double 12, on December 12.

• Taobao and Tmall offered over 10 million products for Double 12. Shoppers born after 1990 were the primary consumers, purchasing more health-oriented products.
• Alibaba’s new $1.4 billion subsidy program on Juhuasuan attracted over 5 million consumers during the shopping festival. Total gross merchandise volume (GMV) generated from the group-buying platform in lower-tier cities increased 41% year over year on Double 12.
• Alipay partnered with local services platforms in Alibaba’s ecosystem to roll out the Double 12 Lifestyle Festival, which provided a variety of discounts through offline merchants.
• JD.com saw strong consumption from lower-tier cities and high popularity of consumer-to-manufacturer (C2M) products during its 12-day shopping event.