{"id":8789,"date":"2021-10-28T07:00:20","date_gmt":"2021-10-28T07:00:20","guid":{"rendered":"https:\/\/focus.cbbc.org\/?p=8789"},"modified":"2025-04-23T09:49:21","modified_gmt":"2025-04-23T09:49:21","slug":"the-hottest-e-commerce-trends-ahead-of-11-11","status":"publish","type":"post","link":"https:\/\/focus.cbbc.org\/the-hottest-e-commerce-trends-ahead-of-11-11\/","title":{"rendered":"The hottest e-commerce trends ahead of 11.11"},"content":{"rendered":"

The madness and presales for this year\u2019s Single\u2019s Day\/11.11 festival kicked off in mid-October. The 23-days of the festival will see 290,000 brands battling it out with more than 14 million deals just on Alibaba platforms, all hoping to earn their share of the sales spike that happens every November, writes Mark Tanner from The China Skinny<\/a><\/span><\/h2>\n

Like last year, live streaming<\/a> looks set to contribute a large portion of sales. Live stream queen Viya\u2019s 14-hour marathon show pre-sold about \u00a3910 million worth of goods. However, it was live streamer and \u201clipstick brother\u201d Austin Li who took the crown, pre-selling \u00a31.3 billion worth of goods during his 12-hour show, not including orders that were later cancelled. The pulling power of 11.11 was evident, with 250 million tuning in \u2013 more than a dozen times Li\u2019s usual 20 million viewers.<\/span><\/p>\n

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While Austin Li happily flogged foreign products ranging from Shiseido lotions to Apple AirPods, in an interview with Sixth Tone<\/em><\/a>, the former L\u2019Oreal store advisor said that he hopes to \u201c<\/span>let consumers know that \u2018made in China\u2019 is very powerful,<\/span>\u201d and \u201cnot second to any other countries\u201d. It is a sentiment that has\u00a0accelerated since the pandemic<\/span>\u00a0and is being nudged along by\u00a0increasing pressure on China\u2019s rich and famous<\/span> to promote \u201ccultural confidence.\u201d<\/span><\/p>\n

The sentiment is representative of the rising \u2018China chic\u2019 or guochao<\/em> trend, which is shifting preferences towards domestic brands<\/a>. As a consequence, foreign brands can\u2019t just be on a shelf or screen and expect consumers to think they are better as they did a decade ago. To compete, foreign brands have to work harder, understand their target audience better, and adapt quicker; because there will be a multitude of hungry Chinese competitors ready to eat their lunch<\/span>.<\/span><\/p>\n