In the final Singles’ Day push (Nov 7–11), brands stack extra discounts and prize draws. For dates, see our Singles’ Day 2026 schedule; for how each platform discounts, see the platform guide.
This is not legal advice. Confirm how the rules apply with local counsel and each platform’s own terms.
1. No stated reference price? The 7-day lowest price applies
Article 21 of SAMR’s Interim Provisions on Regulating Promotional Practices (SAMR Order No. 32, in force since Dec 1, 2020) says a discount must state its reference price. If it doesn’t, the reference is the lowest price the same seller charged at the same venue in the 7 days before the promotion. If nothing sold in those 7 days, the last transaction price before the promotion is used.
Article 16 of the Provisions on Clearly Marked Prices and the Prohibition of Price Fraud (SAMR Order No. 56, in force since Jul 1, 2022) points the same way: an unexplained comparison price may not be higher than that 7-day lowest price. If you compare against the brand’s suggested retail price, you have to label it as such (厂商建议零售价).
2. No price hikes just before a discount
Article 17 of the same Provisions bars raising the listed price temporarily and significantly, without good reason, and then discounting from it. A reference price with no basis is also not allowed.
3. The banner price must match the product page
Under Article 20 of the same Provisions, an online seller may not show a lower price on the homepage or another prominent spot than on the product detail page, and the promotion rules it announces must match what actually happens.
4. Make conditions and deadlines easy to see
Article 20 of Order No. 32 requires conditional discounts to show their conditions, and time-limited discounts their deadline, in a prominent place. Article 7 requires a platform running a site-wide promotion to publish the rules, the period and any conditions that restrict consumers.
5. Prize draws: RMB 50,000 cap
Under Order No. 32:
– The top prize in a lottery-style promotion may not exceed RMB 50,000 (Art. 17).
– Prize types, entry conditions, draw time, quantity and odds must be published before the promotion and not changed afterwards (Art. 13).
– Records must be kept for two years (Art. 19).
– If points or coupons reduce the price, the calculation method must be disclosed (Art. 22).
Sources
- Interim Provisions on Regulating Promotional Practices (SAMR Order No. 32): https://www.gov.cn/zhengce/zhengceku/2020-11/06/content_5557730.htm
- Provisions on Clearly Marked Prices and the Prohibition of Price Fraud: https://www.gov.cn/zhengce/2022-04/26/content_5728113.htm
