More than 260 brand flagship stores doubled their year-on-year sales in Tmall’s 11.11 food and fresh-produce category, according to Tmall’s industry results published by Ebrun (亿邦动力) on 27 October 2026. Spirits maker Jiannanchun topped the category’s brand ranking to 25 October, and six of the top 10 brands were new to the list compared with last year’s full 11.11 period.
Jiannanchun, Adopt a Cow and Yuexianhuo lead the brand ranking
Compared with last year’s full 11.11 ranking, six of the 10 brands are new to the list. Cognac house Rémy Martin (人头马) is sixth.
| Rank | Brand |
|---|---|
| 1 | Jiannanchun (剑南春) |
| 2 | Adopt a Cow (认养一头牛) |
| 3 | Yuexianhuo (悦鲜活) |
| 4 | Nongfu Spring (农夫山泉) |
| 5 | Yili (伊利) |
| 6 | Rémy Martin (人头马) |
| 7 | Luhua (鲁花) |
| 8 | Lang (郎) |
| 9 | Telunsu (特仑苏) |
| 10 | Fenjiu (汾酒) |
Moutai’s sauce-aroma liquor flagship grew more than 600 percent
The Moutai sauce-aroma liquor (茅台酱香酒) flagship store, opened last year, grew sales by more than 600 percent. Among trending brands, East Buy (东方甄选) grew 245 percent and low-fat meal brand Bichuiyuan (碧翠园) grew 175 percent, while Yuexianhuo kept first place in fresh produce.
Shifeng (狮峰) took first place in tea for the first time. Kongke (空刻) led grain, oil and instant food, and Guanzhan (官栈) led seafood. New brands Wudao (吾岛) and Xiaohuangxiang (小黄象) each passed RMB 10 million in flagship store sales.
Unit: %
Year-on-year sales growth · Source: Ebrun, 27 October 2026
View as table
| Item | Value |
|---|---|
| Moutai sauce-aroma liquor flagship (over) | 600% |
| East Buy | 245% |
| Bichuiyuan | 175% |
Store livestreams at Yili and Jindian rose more than 800 percent
Brand-run livestreams drove a large share of sales. Livestream sales at both the Yili and Jindian (金典) flagship stores grew more than 800 percent, and the Luckin Coffee instant products (瑞幸即享) flagship grew 210 percent. Store livestreams contributed more than half of sales at the Master Kong (康师傅) beverage flagship.
Li Jiaqi’s snack festival livestream on 25 October grew 20 percent from last year’s event.
Unit: %
Year-on-year growth in flagship store livestream sales · Source: Ebrun, 27 October 2026
View as table
| Item | Value |
|---|---|
| Yili flagship (over) | 800% |
| Jindian flagship (over) | 800% |
| Luckin Coffee instant flagship | 210% |
Fresh snack orders more than doubled
The number of fresh, short-shelf-life products taking part in Tmall’s 11.11 doubled, and fresh snack orders grew more than 100 percent. Three Squirrels (三只松鼠), Bestore (良品铺子) and Xueji (薛记炒货) were among the brands entering the segment.
In the first four hours after sales opened on 20 October, Haohuanluo (好欢螺) sold 70,000 orders of river-snail rice noodles and Saturnbird (三顿半) sold more than 60,000 units of its 80-cup Digital Planet coffee pack.
More than 100 producing regions passed RMB 10 million
Over 100 producing regions, including Wuchang, Menghai and Aksu, each passed RMB 10 million in sales. Tmall tagged more than 1,800 “preferred stores” for the first time this 11.11. With origin top-up coupons and platform subsidies, close to half of merchants grew sales by double digits.
Coming up · We may follow up with Tmall’s category results from the second 11.11 sales wave.
