Executive Summary

In our second report analysing Singles’ Day unit sales and discount levels on Tmall and Tmall Global we dig into Tmall’s sales volumes and promotions on Singles’ Day, using a detailed, proprietary dataset collating information on the top 500 products across 14 different categories on the platform.

• Snacks and men’s wear were best-selling among the categories we tracked on Tmall, followed by women’s wear, men’s shoes and men’s skincare.
• We estimate sales of women’s skincare, domestic appliances, men’s skincare, laptops and snacks on Tmall on Singles’ Day may have been 20–30 times higher than typical daily volumes.
• Sales promotions differed across categories. Discounts for men’s shoes, men’s wear, women’s shoes and women’s wear were steepest, at 53%, 50%, 50% and 48% Most categories offered at least 31% off.
• Our findings highlighted differences in top-selling categories and categories providing the highest discounts between Tmall, a domestic e-commerce platform, and Tmall Global, a cross-border e-commerce platform.

Click here to read more Coresight coverage of Singles Day over the last few years.