China’s Double 11 2024: Strategic insights for UK businesses

Apple, Nike, Haier and Midea all made over RMB 1 billion each in this year's Double 11 shopping festival – so what lessons can other businesses learn from them?

Double 11 2024 (also known as Singles’ Day or 11.11) came to a close at the beginning of this week. The three-week online shopping event saw a resurgence in consumer engagement, setting new benchmarks and highlighting a shift in consumer behaviour, writes CBBC’s Celine T. .

For UK businesses aiming to succeed in China’s competitive e-commerce landscape, here is a closer look at the key trends, data, and insights from Double 11 2024 that can act as a hands-on guide towards creating impactful, consumer-focused strategies and staying relevant in 2025.

Double 11 2024: Key stats and figures

According to data provider Syntun, this year’s event demonstrated an impressive rebound from the previous year, with total sales growing by 26.6% compared to 2023, bringing the estimated gross merchandise volume (GMV) across major platforms to approximately RMB 1.44 trillion (￡120 billion). Notably, sales were driven by an expanded consumer base and an increasing reliance on digital and AI tools, particularly in customer personalisation, which resonated well with shoppers.

E-commerce platform market share and growth rates

Alibaba (Taobao and Tmall): Alibaba maintained its leading market share, with brands like Apple, Nike, Haier, and Midea achieving sales exceeding RMB 1 billion (￡108.3 million) each. Such success signals strong consumer trust and an affinity for premium global brands amongst Chinese consumers.

JD.com: JD also reported notable growth with a 20% increase in shoppers, driven by strong sales in home appliances and electronics, supported by both government subsidies and brand-specific trade-in incentives. This has made JD.com the number one marketplace for these two categories, taking 42.8% and 39.1% respectively of the entire market share. Among electronic devices, JD.com has achieved a market share of 56.9% and 62.7% for mobile phones and accessories and for computer devices, respectively.

Pinduoduo (PDD) and Douyin (Chinese TikTok): Emerging platforms PDD and Douyin continued to gain traction, especially with younger consumers through group buying and video-driven e-commerce experiences. While PDD focuses on the domestic market, it followed Alibaba and JD.com and ranked third amongst all marketplaces. Douyin remains China’s top live-streaming platform, while the sales generated by live-streaming across platforms have reached RMB 33.2 billion (￡3.6 billion).

Top-selling categories and evolving product preferences

This year’s Double 11 highlighted shifting product preferences:

Home appliances emerged as a top category, buoyed by trade-in programmes and subsidies.

Fitness and outdoor gear saw a surge as consumers focused on health and wellness.

Collectible toys and specialty goods gained traction, underscoring the desire for unique and collectible items with emotional or experiential value.

UK brands should consider the rising demand for premium, experiential and lifestyle-oriented products. Businesses in wellness, fitness, or home-related categories, or those with unique product offerings, may find opportunities by positioning their products as enhancing quality of life or offering a distinctive experience.

Trends and insights for UK businesses

Value-driven and cautious consumption

Compared to 2022 and 2023, this year’s Double 11 showcased a shift towards value-conscious spending as consumers balanced quality and affordability. In addition, cautious consumption is reflected in consumers’ choices of live streamers. When consumers who were not price sensitive in the past began seeking reliable offers and live streaming sessions, they tended to trust top influencers with established reputations. For example, despite angering his fans with his remarks about a pricey eyebrow pencil last year, live streamer?Austin Li?is still seen as highly professional and trusted, with his sales exceeding those of the top 5 live streamers combined, per Douyin.

Consumer demand for emotional value and experience

Emotional engagement has become a major factor in purchasing decisions, with over 40% of Chinese consumers prioritising products that enhance personal wellbeing. UK brands that focus on wellness, lifestyle enhancement or sustainability can leverage this trend by emphasising experiential and emotionally resonant aspects of their products. For example, British wellness and lifestyle brands can highlight how their products support relaxation, self-care, or wellbeing, key themes in the evolving Chinese consumer mindset.

Technological integration and AI-driven personalisation for better experiences

Platforms such as Alibaba and JD are increasingly integrating AI to personalise the shopping experience. From targeted product recommendations to digital customer support, technology has become central to engaging Chinese shoppers effectively. While consumers this year complained that the overly complicated rules for coupons and offers have been extremely exhausting, AI-driven tools for personalisation have made shopping experiences easier, allowing products to reach the right consumers at the right time. Moving forward, AI tools that streamline operations, support predictive analytics or improve customer service can strengthen market competitiveness for UK businesses.

Recommendations for e-commerce strategies in 2025 and beyond

Highlight British heritage and quality: The premium perception of British products remains strong. Highlighting elements of heritage, quality and sustainable practices can differentiate UK brands from local and international competitors.

Adopt an emotion-driven approach: Given the trend of cautious spending and emotional values, positioning products as being of premium quality that will lead to a better lifestyle is a strategy that could encourage higher spending.

Invest in technology partnerships: Collaborate with Chinese partners to leverage AI, personalisation and data analytics to help optimise engagement and conversion rates.

Leverage live-streaming and influencer marketing: Engage KOLs and explore livestream shopping to build brand presence, especially on platforms like Douyin and Xiaohongshu, which appeal to younger, more experience-driven consumers.

Double 11 2024 has provided invaluable insights into Chinese consumer behaviour, setting the stage for UK businesses to refine their strategies and capture market share in 2025. By embracing emotional value, AI-driven personalisation, and strategic engagement, UK brands can navigate this complex market effectively and build lasting consumer relationships. As China’s e-commerce ecosystem continues to evolve, staying aligned with these trends will be crucial for sustainable success in the world’s largest online marketplace.