Singles’ Day 2018: Proprietary Coresight Research Data Reveal the Scale of Growth by Category – Part 2
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.