As Alibaba Singles’Day comes to a close, the tally is in, and 2019 generated US$38.4 billion (RMB 268.4 billion) of gross merchandise volume (GMV), reportsAlibaba. The sales marks an increase of 26% compared to 2018.
This year’s Singles’ Day featured 200,000 participating brands, one million new product launches, and 1.3 billion delivery orders. The top five international countries selling to China through cross-border platforms were: Japan, United States, South Korea, Australia, and Germany.
According to Alibaba, 299 brands surpassed the U.S. $14.3 million in sales and 15 of those brands surpassed U.S. $143 million in GMV. Top selling fashion brands included: Estée Lauder, Gap, H&M, L’Oréal, Levi’s, MUJI, Nike, The North Face, Under Armour, and Uniqlo.
The success of many brands, like EstéeLauder, can come down to single product. Within 25 minutes, 410thousand bottles of Estée Lauder’s AdvancedNight Repair eye cream were sold during Tmall’s Singles’ Day presale on October 21.