Singles Day 2026 special
2026 dates by platform, GMV history, key trends and points for foreign brands, with sources
Singles Day 2026 (Double 11, 双11) opened on JD.com on 12 October, on Tmall and Douyin on 15 October and on Pinduoduo on 16 October. JD.com and Douyin sell from stock with no pre-sale; Tmall kept a pre-sale only for beauty and apparel. Tmall and JD.com have not disclosed total GMV since 2022; Syntun estimated 2025 Double 11 sales across platforms at RMB 1.695 trillion (7 October-11 November). [4][1][6][7][16][22]
2026 timeline by platform China time
| Date | Platform | What | Status |
|---|---|---|---|
| 2026.10.10 | Government | MOFCOM and six other ministries published a notice on a "Five Excellences" (五优) quality e-commerce action with 15 key tasks. [10] | Past |
| 2026.10.10 | Xiaohongshu | Xiaohongshu Double 11 begins, with single-item direct discounts. [5] | Past |
| 2026.10.12 | JD.com | JD.com 11.11 opens at 20:00: everything sold from stock, no deposit pre-sale; 15-day price protection. [4][9] | Past |
| 2026.10.15 | Tmall / Taobao | Tmall Double 11 opens at 20:00. Beauty and apparel run a pre-sale with a deposit-free "免定卡" card; appliances, phones and PCs sell immediately. [1] | Past |
| 2026.10.15 ~ 11.11 | Douyin | Douyin Mall "Double 11 Good Goods Festival": stock sales only, no pre-sale. Merchants choose a 15% instant discount off the registered price (merchant-funded) or a single-item price cut. [6] | On now |
| 2026.10.16 ~ 11.30 | Pinduoduo | Pinduoduo Double 11 opens at 20:00, built on "Ten Billion Subsidies" single-item cuts. The 30 November end date is provisional. [7][8] | On now |
| 2026.10.20 | Tmall / Taobao | Tmall Double 11 main sale starts at 20:00. [2] | Past |
| 2026.11.11 | Tmall / Taobao | Tmall Double 11 end date. Guangzhou Daily reported 11 November 24:00; Xinmou reported stock sales running to 13 November. [5][9] | D-1 |
| 2026.11.13 | Pinduoduo | Pinduoduo Double 11 price-protection period ends (it began on 15 October). [7] | D-3 |
Dates follow media reports of platform announcements. Detailed platform schedules and related briefs keep updating on the Double 11 tracker. Double 11 tracker →
Double 11 GMV history
Unit: bn
2009-2019 cover 11 November only; 2020-2021 (highlighted) cover 1-11 November, so periods differ. Not disclosed since 2022. Source: Alibaba figures via Sina, Shanghai Securities and Alibaba press releases. CMB conversion from 亿元 (1 bn = 10 亿).
View as table
| Year | GMV |
|---|---|
| 2009 | RMB 0.05 bn |
| 2010 | RMB 0.94 bn |
| 2011 | RMB 5.2 bn |
| 2012 | RMB 19.1 bn |
| 2013 | RMB 35.0 bn |
| 2014 | RMB 57.1 bn |
| 2015 | RMB 91.2 bn |
| 2016 | RMB 120.7 bn |
| 2017 | RMB 168.2 bn |
| 2018 | RMB 213.5 bn |
| 2019 | RMB 268.4 bn |
| 2020 | RMB 498.2 bn |
| 2021 | RMB 540.3 bn |
Tmall / Alibaba
| Year | GMV | Period | Note · source |
|---|---|---|---|
| 2009 | RMB 0.05 bn | 11 Nov only | [11] |
| 2010 | RMB 0.94 bn | 11 Nov only | [11] |
| 2011 | RMB 5.2 bn | 11 Nov only | may include Taobao [11] |
| 2012 | RMB 19.1 bn | 11 Nov only | may include Taobao [11] |
| 2013 | RMB 35.0 bn | 11 Nov only | [11] |
| 2014 | RMB 57.1 bn | 11 Nov only | [11] |
| 2015 | RMB 91.2 bn | 11 Nov only | [11] |
| 2016 | RMB 120.7 bn | 11 Nov only | [11] |
| 2017 | RMB 168.2 bn | 11 Nov only | [11] |
| 2018 | RMB 213.5 bn | 11 Nov only | [11] |
| 2019 | RMB 268.4 bn | 11 Nov only | [12] |
| 2020 | RMB 498.2 bn | 1-11 Nov | [14] |
| 2021 | RMB 540.3 bn | 1-11 Nov | Alibaba Group 11.11 total [15] |
| 2022 | : | not disclosed since 2022 [16] |
JD.com
| Year | GMV | Period | Note · source |
|---|---|---|---|
| 2018 | RMB 159.8 bn | 1-11 Nov | cumulative order value [13] |
| 2020 | RMB 271.5 bn | 1-11 Nov | [14] |
| 2021 | RMB 349.1 bn | 1-11 Nov | [14] |
| 2022 | : | not disclosed since 2022 [16] |
Whole market (third-party estimate)
| Year | GMV | Period | Note · source |
|---|---|---|---|
| 2024 | RMB 1,441.8 bn | 2024.10.14-11.11 | Syntun estimate, cited by SPDBI [18] |
| 2025 | RMB 1,695.0 bn | 2025.10.07-11.11 | Syntun estimate, 20+ platforms incl. instant retail [22] |
Syntun's 2025 figure splits into general e-commerce RMB 1.619 trn (+12.3%), instant retail RMB 67 bn (+138.4%) and community group buying RMB 9 bn (−35.3%); the report notes that year-on-year comparability is limited because the period changed. Platform disclosures, broker citations and third-party estimates have different scopes and are not chained together. [22]
Key trends
- Pre-sales are shrinking. In 2026 JD.com and Douyin sell from stock with no pre-sale, while Tmall keeps a pre-sale only for beauty and apparel and added a deposit-free card (免定卡). [9][6][1]
- Tmall, Douyin and others replaced cross-store spend-and-save deals (跨店满减) with official instant discounts (官方立减) and single-item price cuts (单品直降). [5][6]
- The window keeps lengthening. Alibaba's 2024 reporting period ran 14 October-11 November, Syntun's 2025 tally covered 7 October-11 November, and Pinduoduo's 2026 event runs to 30 November (provisional). [17][22][7]
- Instant retail grew fast. Syntun estimated 2025 Double 11 instant-retail sales at RMB 67 billion, up 138.4%, and Tmall said Taobao Instant Commerce (淘宝闪购) retail orders more than doubled year on year. [22][20]
- National trade-in subsidies stack onto appliance and electronics prices. Tmall said subsidised appliances, phones and PCs go as low as 65% of list (6.5折) in 2026, and embodied-AI robots, smart locks and digital cameras were added to the subsidy list. [1][2]
- AI is now both a tool and a product. In 2026 model makers such as Zhipu, MiniMax and Qwen opened Tmall stores selling tokens; in 2025 Tmall said AI coupons lifted brands' average daily ordering users by 86%. [3][20]
- Livestream commerce outgrew the rest. Per Syntun, 2024 Double 11 livestream sales rose 54.6%, against 20.1% for general e-commerce platforms. [18]
- Platforms now publish brand counts, not totals. Tmall and JD.com stopped disclosing final Double 11 GMV in 2022; Alibaba reported 589 brands above RMB 100 million in 2024 and nearly 600 in 2025. [16][17][19]
What it means for foreign brands
Each item separates a sourced fact from CMB's reading of it for foreign-brand teams. The readings are not forecasts or performance promises.
Fact Tmall said that ahead of Double 11 2026 more than 100 million imported items from 80-plus countries and regions were pre-stocked in about 100 Tmall Global warehouses in Chinese bonded zones and overseas. [3]
CMB reading Cross-border selling depends on stock already being in place before the event opens; with a mid-October start, inventory decisions fall before September.
Fact In 2026 pre-sales remain only for beauty and apparel on Tmall; JD.com and Douyin sell from stock only. [1][4][6]
CMB reading The same beauty product starts as a deposit pre-sale on Tmall (15 Oct) but as a stock sale from day one on JD.com (12 Oct) and Douyin (15 Oct), so each platform needs its own calendar.
Fact Who funds the discount differs. On Douyin the 15% instant discount is merchant-funded; Pinduoduo charges no registration fee or event commission but requires price-gap compensation on featured items. [6][8]
CMB reading The same headline discount yields different net margins by platform, so event terms need to be costed one platform at a time.
Fact JD.com said more than 1,500 imported brands grew over threefold in its 2025 11.11 and that official cross-border direct shipping covers 36 countries; it gave no sales value. [21]
CMB reading These are platform-reported growth figures, not audited numbers; compare them with your own results only alongside the period and brand scope.
Fact Since 2022 Tmall and JD.com have not disclosed totals; whole-market figures are third-party estimates such as Syntun's, whose counting window changes every year (14 Oct-11 Nov in 2024, 7 Oct-11 Nov in 2025). [16][18][22]
CMB reading When quoting a "market growth" figure in reports to headquarters, name the estimator and the counting window; comparing years directly mixes the change in window length into the growth rate.
CMB Double 11 briefs
Sources
- 北京日报客户端: 天猫双11 10月15日开启
- 环球网(新浪财经): 天猫双11 10月20日正式开卖
- 新华网: 天猫双11发布会: 100万品牌、7200万款商品
- 证券时报(凤凰网): 京东双11 10月12日20点开启
- 广州日报(新华网): 各平台双11规则: 官方立减替代跨店满减
- 新华网: 2026年抖音商城双11好物节
- 经济观察网: 拼多多双11 10月16日开启、持续至11月30日
- 亿邦动力(新浪科技): 拼多多双11商家规则
- 新眸(人人都是产品经理): 2026双11平台玩法
- 新华社(新华网): 商务部等7部门 品质电商"五优"行动
- 环球网(新浪科技): 天猫双11历年成交额 2009-2018
- 新浪财经: 2019天猫双11成交额2684亿元
- 新浪科技: 京东11.11累计下单金额超1598亿
- 上海证券 研究报告(东方财富): 2021双11复盘
- Alibaba Group press release: 2021 11.11 Global Shopping Festival
- 中国商报(中国经济网): 天猫京东未公布双11成交额
- Alibaba Group press release: 2024 Tmall 11.11
- 浦银国际 研究报告(东方财富): 2024双11, 引用星图数据
- Alibaba Group press release: 2025 Tmall 11.11
- 格隆汇: 2025天猫双11: 近600个品牌成交破亿
- DoNews: 2025京东11.11成交额再创新高
- 星图数据: 2025年双十一全网销售数据解读报告(东方财富 PDF)
Checked 30 October 2026. All dates are China time. This page is updated if platforms change their schedules.
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