Home appliances top consumers’ wishlists during Singles’ Day sales

One of China’s leading e-commerce platforms JD kicked off its Singles’ Day sales on November 1. Singles’ Day, also known as Double 11, is the world’s largest shopping festival that has been extended in length from its original November 11 discount day.

Sales increased 90% year-on-year on JD during its first day of promotional activities. The brands which recorded the top sales revenue were:

  • Apple
  • Huawei
  • Chinese home appliance and electronics company Haier
  • Electrical appliance manufacturer Midea
  • Smartphone and electronics producer Xiaomi

Home-related products have been especially popular during Singles’ Day sales so far, a trend extending from an increased demand due to COVID-19. JD sold 200,000 bathroom decoration packages and sales of kitchen decoration packages increased 300%. Retail platform Suning also saw sales of home appliances increase 293% year-on-year in the first hour of launch day. Sofa, mattress and dishwasher have been the top three searches during the platform’s promotions so far.

On Tmall, the founder of Singles’ Day shopping festival, 100 brands saw their sales exceed 100 million RMB in one hour and 51 minutes on the first day of discounts, which also took place on November 1. Apple, Haier, Huawei, Xiaomi and Lancome were among the brands to experience this vast sales revenue.

As Chinese consumers continue to embrace the health and fitness trend, Adidas and Nike’s sales reached 100 million RMB in the first minute of sales launching on Tmall. So far, cosmetics and home appliance products have proved to be the most popular categories on Tmall.

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