On November 1, 2019, Chinese e-commerce giant Alibaba launched its annual Double 11 (Singles Day) event. The festival has been going on for ten years, and sales are rising every year. According to Alibaba, Estee Lauder broke through 1 billion (RMB) at 22:45 on November 3, becoming the first brand to sell more than 1 billion in this year’s festival.
From the first day of pre-sale on October 21, the Tmall Estee Lauder flagship store sold 520,000 bottles of Advanced Night Repair Eye Supercharged Complex Synchronized Recovery.
Tmall’s data poster wrote a sentence: They bought eye cream at night to prevent from people caught seeing them staying up late.
The first day of the Tmall double 11 pre-sale data showed that Estee Lauder had a turnover of nearly 500 million in the opening 25 minutes of the event, surpassing last year’s double 11 full-day turnovers. Among them, Advanced Night Repair Eye Supercharged Complex Synchronized Recovery pre-sales 400,000 sets, and the turnover of single products exceeded 200 million RMB.
Last year, the total sales of all brands on the Alibaba platform reached 213.5 billion yuan. According to forecasts, the sales figure will be even larger this year.