Alibaba has completed its first round of its 11.11 Global Shopping Festival and has released its highlights from the event.
Related: Alibaba's 11.11 Singles Day Festival Announces New Features
This year’s 11.11 Festival offers two shopping windows: an initial sales window from November 1-3, 2020, and a second window which will open on November 11, 2020 for 24 hours.
Just 40 minutes into the start of the November 1 sales, beauty products generated more than ¥10 billion in gross merchandise value (GMV), or about $1.5 billion, and within the first hour, exceeded 150% year-over-year sales growth. Highlights from the November 1-3 event include:
- A total of 100 brands, such as the brands L’Oréal and Estée Lauder, topped GMV of ¥100 million in 111 minutes after sales officially began (about $15.1 million).
- Estée Lauder was the first Tmall flagship store to surpass ¥1 billion (about $150 million) in sales among American and European brands during 11.11.
- By the end of day one, 34 emerging newcomers had each achieved over ¥10 million (about $1.5 million) in sales.
A number of beauty brands outdid themselves from last years sales, including:
- Estée Lauder broke its 11.11 record from last year in a little more than nine hours
- Guerlain broke its record in under an hour
- Sisley did so in an hour and 15 seconds
- L’Oréal within the first 11 hours
- Lancôme in under 14 hours
- Korean and Japanese brands like Amorepacific, Shiseido and The History of Whoo also surpassed its performances from last year’s entire 11.11 sales period.
The event also had live-streaming features throughout. Beauty brand Whoo live-streamed during its preorder campaign period and established a record of ¥100 million (about $15.1 million) in GMV within six minutes, according to Forrester.
