China’s ’11-11′ online shopping festival reveals new spending preferences

BEIJING, Nov. 12, 2023 (Xinhua) — Young Chinese consumers are showing increasing interest in local brands, while imported products continue to gain popularity, according to insights from Chinese e-commerce giant

Big data analysis of shopping on during China’s annual “11-11” online shopping festival showed that about 62 percent of spending on local brand products was by consumers born in the 1990s and 2000s.

The “11-11” online shopping festival is characterized by huge and widespread discounts, as it usually lasts from late October to mid-November, and often reaches its peak on November 11.

On the other hand, national pavilions selling local specialties to foreign countries and online supermarkets selling imported products on the e-commerce platform saw their total transactions rise more than three-fold. data indicated that products from European countries are very popular, especially products from France, Germany, the Netherlands, Italy and Spain, adding that cosmetics, products for mothers and infants, and health products are among the best-selling goods.

11-11, which was first launched in 2009, continues to record a strong influx of spending in one of the world’s largest consumer markets.

The number of merchants participating in’s “11-11” promotions broke a record again, increasing by more than 1.5 times compared to the same period last year. Meanwhile, more than 60 brands saw sales exceeding 1 billion yuan (about 137.2 million US dollars) on during the festival.

The e-commerce festival also saw an increase in live broadcasting as a channel to promote products and obtain discounts.’s purchasing and sales staff attracted widespread attention this year by becoming live streamers, attracting more than 380 million visits as of the end of November 11, according to the company.

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