Looking at Double 11 from the list: What happened in the past three years?

Every time a big promotion ends, the rankings always attract much attention. The changes in the rankings also witness the changes in consumption and business processes.

Interpretation of the Double 11 rankings for three years by industry. After each big promotion, the rankings always attract much attention. For merchants, whether they are on the list or not, and the changes in rankings, not only reflect their own performance, but also affect consumers' attention and the extension of subsequent influence. The performance of old rivals and the offensive of new faces will also become a strategic reference for future deployment.

The changes in the list also witness the changes in consumption and business processes. "Tianxia Online Merchants" compares the Tmall Double 11 industry list in the past three years (2021-2023) and explores current and future consumption trends by observing the changes in the brands and merchants on the list.

The following is an interpretation by industry, and the industry ranking refers to the 2023 Tmall Double 11 industry ranking.

1. [Beauty and Skin Care] Keywords: Chinese cosmetics topped the list for the first time in nearly 6 years

Beauty and skin care may be one of the industries that has seen the most dramatic ranking changes in recent years. From the Tmall Double 11 rankings in the past three years, there have been three major changes:

1. Domestic cosmetics topped the list for the first time, ending the dominance of foreign brands

On November 11, 2023, the sales volume of the well-established Chinese brand PROYA surpassed L'Oreal and ranked first, becoming the first "champion" of Chinese cosmetics in the past six years. Other Chinese brands such as Winona, Chando, Cosmoprof, and Quardi also entered the top 20 list of skin care products.

Tmall Double 11 beauty rankings in the three years before (from left to right: 2021, 2022, 2023)

In the field of cosmetics and beauty and body equipment, domestic brands have performed more actively: Hua Xizi, Mao Geping, Hua Zhixiao, intoyou and other domestic beauty and cosmetics brands are all on the list. Hua Zhixiao, which is on the list for the first time, saw a year-on-year increase of 5681% in the effective amount of pre-sales in the first hour of Double 11; on the list of beauty and body equipment, the top 5 except Yameng are all domestic brands.

2. Japanese and Korean beauty brands have declined significantly

The brand that ranked fourth in beauty and cosmetics in 2021 disappeared from the list in 2022, and Shiseido, which ranked fifth, also slid down the list - it fell to 14th on Double 11 in 2023.

Behind this, there is the reason of "reduced consumer enthusiasm" caused by Japan's discharge of nuclear waste water this year, as well as the impact of the gradual failure of Japanese and Korean big-name products and marketing strategies in the Chinese market.

3. International brands still appear on the list, but their stable position is being broken

Since the beginning of this year, some big-name beauty companies have experienced varying degrees of performance decline. Big-name beauty companies have frequently made moves such as selling at a discount and entering the live broadcast rooms of influencers, but facing the step-by-step and flexible domestic beauty brands, their performance in the Chinese market will also be full of challenges.

2. [Personal Care and Household Cleaning] Keywords: Paying for more detailed daily needs

Consumers still have the habit of stocking up on daily necessities during big sales, and the fast-moving consumer goods industry has shown more segmented and high-quality supply capabilities:

1. The demand for household paper is huge and more segmented

In the Double 11 store sales list, 9 of the top 20 are paper brands. In addition to old brands such as Vinda, Qingfeng, and Xinxiangyin, new sub-categories have entered the race. Kexinrou rose 10 places from 14th place last year to 4th place. This is a new brand from Jiashan, Zhejiang, which provides moisturizing paper towels for babies and people with nasal allergies. Another new brand, Deyou, focuses on wet toilet paper. It did not make the list last year but ranked 15th this year. These two products have opened up new scenarios and new demands in consumers' regular paper usage habits, improved the wiping experience, and both have become No. 1 in the sub-categories on the Tmall platform.

2. Traditional Chinese brands are once again recognized by the market

Liby, a Chinese detergent company, has moved from 10th place on Double 11 in 2021 to 5th place in 2022 and 2nd place in 2023. Others, such as the old daily chemical brand Vitality 28, although not on the list, have attracted nearly 7 million netizens since September, with sales soaring. The company is also applying for bankruptcy liquidation to bankruptcy reorganization.

3. Young people are increasingly willing to spend money on the most important things

According to Magic Mirror Insights data, from July 2022 to June 2023, sales of scalp care products skyrocketed across the entire network, especially on Tmall and Taobao platforms, with category growth rates exceeding 200%. In the Double 11 personal care store sales list, Spes, which focuses on scalp care, has gained consumer favor with its oil-control and fluffy products, and has risen from the 2022 Double 11 list to the 19th place on this year's list.

3. [Apparel] Keywords: The top three remain stable, and stylish women's clothing is developing

As one of Tmall’s core categories, every year’s Double 11 is a time for apparel brands to compete and fight. Looking at the Double 11 rankings for three consecutive years, we can find that:

1. The position of the “giants” is stable

Since the clothing ranking began last year, the top three positions have been Uniqlo, Bosideng and Bananain - two traditional offline brands and a rising star that started online - and this has been the ranking for two consecutive years.

At the same time, a number of domestic old brands are making a surging breakthrough, such as YaYa and Xue Zhongfei. Among them, YaYa ranked 6th in this year's Tmall Double 11 clothing list. It ranked 20th last year and was not on the list in 2021. In three years, this domestic brand has reversed from an annual sales of 80 million to a revenue of 10 billion. Xue Zhongfei, also a domestic old brand, is also rising, from 18th last year to 9th this year. It is worth mentioning that Xue Zhongfei belongs to the Bosideng Group. It is a sub-brand of the latter launched in 1999 that specializes in the cost-effective market and achieved revenue of 1.2 billion yuan in the 2022/2023 fiscal year.

2. Stylized women's clothing reaps benefits

On the women's clothing list, the top 3 rankings are also strong. Bosideng, Uniqlo, and Evely have been ranked in the top 3 in the industry for many years (except for 2021, when the new women's clothing brand ITIB rushed to the top of women's clothing due to the sales of top anchors, squeezing out Bosideng's throne). In the stylized women's clothing track, some new brands are beginning to emerge, including Zhizhi, which has been on the women's clothing list for two consecutive years and focuses on the new Chinese style. This year, it ranks 8th on the women's clothing list. In the stylized women's clothing track, the new Chinese style is very popular this year. Yang Mi frequently promoted it in the front, and a large number of brands entered the market later. Zhizhi, who is based in the new Chinese style, has reaped the benefits, especially this year, they have promoted it through content and appeared in Dong Jie's live broadcast room, and the volume has soared.

Tmall Double 11 women's clothing list in the past three years (from top to bottom: 2021, 2022, 2023)

3. New leaves push old leaves, new faces transform old supply

Kazuko Ono, Moxun and Miju, who are in the underwear industry, have stepped onto the Double 11 stage with a pair of "bare leg artifacts" (bottom stockings that are similar in color to the skin). "Bare leg artifacts" are not new species, but they have gone through the path from white label to brand emergence. This created category "feeds" the factories in Yiwu and also makes new brands rich. In Kazuko Ono's Tmall flagship store, a product endorsed by Guan Xiaotong, which costs about 80 yuan per pair, has sold more than 1 million pieces this year. This is a brand that has made a fortune by relying on an absolutely big single product, and Moxun and Miju are also like this.

4. [Sports and Outdoors] Keywords: Hitting the "Year of Increased Consumption Power of Men"

Due to the high trend of outdoor consumption, starting from 2022, Tmall Double 11 will split the original sports outdoor brand rankings into two lists: sports brands and outdoor brands. This year is known as the year of increased consumption power for men. During Double 11, the topic of #Men's consumption power exceeds that of pet dogs for the first time# caused heated discussions, and the outdoor sports track also ushered in "full blossoming".

1. The sports brand sales ranking has remained stable in the past two years

Nike, Fila, and Anta continued to rank in the top three last year; but compared with 2021, Adidas and Li Ning, which were originally ranked in the top three, fell to fourth and fifth respectively.

From the overall performance, Anta is still one of the "biggest winners". In addition to Fila, which has continued to perform well in sales in the past three years, Anta has achieved the success of many of its brands. For example, the sportswear brand DESCENTE has risen by three places compared to last year and ranked 12th in the sports brand sales list this year; in addition, KOLON SPORT and Arc'teryx and other brands have also entered the outdoor sales TOP20 list.

Jackets, once the favorite of the middle-aged and elderly, have also become a new favorite of fashion this year. From the 1960s to the 2000s, this single product has become the product with the widest age span, and new and old brands are increasing their investment in the jacket market. At the Bosideng new product launch conference on November 24, its spokesperson Bai Yu appeared in a new jacket goose down jacket; the industrial belt of Taizhou, Zhejiang Province, Sanmen, also stood in the spotlight because of jackets.

2. The outdoor industry sales rankings have changed significantly

A vivid example illustrates the rapid rise of domestic brands: PELLIOT, an outdoor sports and equipment brand founded in Beijing, has been far ahead this year, jumping from 17th place last year to 4th place.

As more and more young people are keen on natural outdoor scenes such as skiing, hiking, mountaineering, cycling, and river tracing, many subcategories of sports and outdoor products have seen an explosion. According to Tmall data, in the first hour of the Double 11 sales on October 31, the sales of 328 sports and outdoor brands exceeded the entire day last year.

3. Some outdoor tracks have cooled down

For example, camping and fishing, which led to the outdoor consumption boom last year, were ranked 12th and 18th respectively last year. Camping equipment brands Explorer and Moby Dick did not enter the top 20 outdoor brand sales list this year. Handing, which specializes in fishing rods, fishing gear, and fishing equipment, ranked 13th on the list last year, but did not enter the list this year.

Some outdoor brands fell out of the Double 11 list (from left to right are 2022 and 2023)

5. [Consumer Electronics] Keywords: Mobile phones and computers are “old acquaintances”, small home appliances are “new brands”

Unlike ordinary consumer goods, consumer electronics have a certain level of technological content. When purchasing, consumers tend to pay more attention to the brand's long-term technological accumulation and reputation. Therefore, the existing industry structure is not easy to break.

1. Huawei smartphones rank higher than Xiaomi

In the past three years, the rankings of mobile phones and computers have changed the least, which is reflected in two aspects: first, the brands on the list remain basically unchanged; second, the range of rise and fall in the rankings is also small.

Apple has firmly held the championship in the corresponding category for three years. In terms of mobile phones, Huawei's sales exceeded Xiaomi on Double 11 this year, rising from third place in the "class" to second place.

E-sports computers are showing a trend of emerging. In the past three years, computer brands focusing on the e-sports track have been on the Tmall Double 11 computer brand sales list. However, all the e-sports computer brands on the list were "flash in the pan", whether it was Colorful or Logitech, they dropped out of the list after being on the list once. Judging from this change, the e-sports computer category has not yet produced an absolute "king", and the brand concentration is still relatively dispersed. All brands focusing on e-sports computers have the opportunity to "dominate".

2. The proportion of lazy home appliances has further increased

In the home appliance sector, domestic emerging brands are rising rapidly. Taking small home appliances as an example, in 2021, overseas brands such as Dyson, Philips, and Panasonic were still on the Tmall Double 11 small home appliance brand rankings, but in 2023, only Dyson was on the list, and other brands were replaced by new domestic brands that have emerged in recent years, such as Dreame and Whale.

This phenomenon is closely related to the new consumption trend of "lazy home appliances" among Chinese people. Through the three-year list, it can be found that in 2021, only Yunjing and Tineco were the main brands of floor scrubbers, but by 2023, most of the 10 small home appliance brands on the list were engaged in "lazy home appliances" products such as floor scrubbers, dishwashers, steamers, ovens, and dryers.

Almost all brands on the 2023 Tmall Double 11 small home appliance list are related to lazy home appliances

3. The digital audio and video rankings are still dominated by overseas brands

Among the top 10 brands in Tmall's Double 11 digital audio and video brand sales list in 2021, domestic brands Huawei, Xiaomi, Edifier, and Tmall Genie are on the list. By 2023, only Huawei and Edifier will remain on the list. Compared with well-known overseas brands, domestic digital audio and video brands have an advantage in price, but due to the late start, their product competitiveness is relatively weak. Judging from the changes in consumer choices, consumers' consumption perception of digital audio and video products is gradually changing. When purchasing digital audio and video products, more and more consumers are willing to pay a relatively high price for high-quality products.

6. [Home Improvement and Home Furnishing] Keywords: Overall stability, Taobao brands play a leading role

Over the past three years, the brands on the home furnishing list have fluctuated little, and are basically dominated by mature brands that have been established for more than 10 years. Due to the high unit price of home furnishing products and services, long consumer decision-making cycle and low purchase frequency, consumers are more inclined to buy well-known brands, making it difficult for new players to break through.

1. Taobao brands have dominated the rankings for three consecutive years

Taking the residential furniture list as an example, the furniture "Taobao brands" Lin's Home and Yuanji Wood have been on the list for three consecutive years (updated to the home improvement brand list in 2023) TOP1 and TOP2. Both of these domestic brands started from Taobao, mainly selling large furniture such as beds, sofas, wardrobes, etc., completing the early brand construction online, and then moving towards offline omni-channel layout, with brand power feeding back to the online. It is reported that the online and offline business ratio of Lin's Wood Industry will reach 1:1 in 2022.

The top three home improvement brands have not changed for three consecutive years on Double 11 (from top to bottom are 2021, 2022, and 2023)

2. Traditional enterprises embrace the Internet

Among the traditional home furnishing brands that were originally rooted in offline, the first batch of companies that embraced e-commerce, such as Quanyou Home Furnishing, Zinus, Gujia Home Furnishing, Xilinmen, Sofia, and Jomoo, have continued to transform and have also remained at the top of the major sub-lists for three consecutive years. 3D technology, integrated delivery and installation services, etc., have shifted consumer decision-making points in the home furnishing industry to online, but many home furnishing products and services still rely on offline experience. The industry is moving towards the stage of "online and offline integration", and online purchases and localized supply have become a trend.

Since 2022, Tmall has added a new "Home Improvement and Home Furnishing New Retail" sub-list. In addition to the leading brands, vertical brands such as TATA wooden doors and gold medal cabinets have also been present. Most of the brands on the list have launched whole-house customization services to respond to the growing demand of young consumers for personalized and customized home improvement.

7. [Toy Trends] Keywords: IP strength determines peripheral sales

Among the TOP 20 toy and trendy play stores, LEGO ranks first with its single category of building blocks, and Bandai, which owns world-class IPs such as Gundam, One Piece, Dragon Ball, and Ultraman, ranks third.

1. Changes are strongly related to the rise and fall of IP

In 2021, brands such as Lego, Bandai, and Pop Mart were relatively strong, but in the following two years, the popularity of many original IPs (especially mobile games) has driven a sales boom for related toys. Mihoyo, Genshin Impact, Light and Night Romance, Arknights, and Idol Fantasy Festival are all typical representatives of "mobile games first, and trendy toys relay". Chinese mobile game manufacturers have completely understood "IP operation". With IP, selling peripherals is a natural thing.

2. 2D IPs target female users

Behind the rising rankings of "Light and Night Romance" and "Paper Folding Heart", both of which are supported by popular otome games with monthly revenues exceeding 100 million yuan. "March Beast", which ranks fourth on the sales list this year, also relied on the layout of female-oriented IPs such as "Grave Robbers' Chronicles" and "Blue Prison", and earned more than 50 million yuan in revenue during the entire Double 11 period. In addition to the traditional children and men groups, tapping into the consumption potential of young women is the wealth code for these new brands.

Some trendy toy brands targeting female users are included in the list

It is also worth mentioning that the top three spots on the 2023 popularity list are all children's toy brands, and traditional toys for mothers and babies have regained market attention.

8. [Aromatherapy] Keywords: Domestic fragrances are on the rise, and cost-effectiveness is favored

1. Domestic fragrances are becoming more popular

From 2021 to 2022, most of the top 10 brands on the list were international brands, but in 2023, the top 4 were all domestic brands, namely The Beast, Guanxia, ​​Yinmi, and Guokai.

The top 4 aromatherapy brands are all domestic brands (from top to bottom, they are the Tmall Double 11 rankings in 2021, 2022, and 2023)

Take Guanxia as an example. The brand once defined itself as an oriental aromatherapy lifestyle brand, focusing on aromatherapy with oriental culture as its background, giving each fragrance a story background and scent that leans towards oriental aesthetics. In recent years, Guanxia’s products such as Kunlun Boiling Snow, Drinking Snow and Visiting Plum Blossoms, and Xixi Peach Blossoms have aroused heated discussions and attention from consumers on various social platforms, becoming hot-selling products.

2. Brands with high cost performance are favored

In this year's list, ZARA HOME made the list for the first time. If Guanxia targets consumers who are "CBD people who value lifestyle and live seriously", then ZARA HOME corresponds to people who pursue high cost performance. Zara Home's aromatherapy series has many fragrances, simple and modern appearance, and moderate prices, so it is quite popular. Many products are placed in the home, which is both cool and full of life.

9. [Pets] Keywords: From "polarization" to "middle ground"

The pet industry has been a rapidly developing category in recent years, with a wide range of products emerging, covering pet food, clothing, travel, health, etc. However, judging from the list, pet food is still the absolute largest expense for pet owners. At the same time, with the increase in the number of cat owners, the sales of cat food of many brands have exceeded that of dog food.

1. More new smaller brands are emerging

For example, Honest Yikou and Xianlang are on the sales list, and Guazhoumu is on the popularity list. Most of these small brands create differentiated advantages by penetrating a certain type of specialty product or highlighting a certain advantage . For example, Xianlang specializes in "meatless powder" and Honest Yikou focuses on "clear and transparent". Large single products with innovative ingredients and raw materials have incubated new "small and beautiful" brands.

2. Domestic pet food performance improves

In the past two years, the rankings of well-known overseas brands such as Aspiration and Acne have been declining, and the market share of domestic brands represented by NetEase Yanxuan has further increased.

3. Consumer demand for mid-range pet food is increasing

Two years ago, the best-selling brands were often the highest-end and lowest-end brands. Now, more mid-priced brands with good value for money are entering the public eye. This may mean that consumers are no longer blindly pursuing high-end products, but are choosing suitable pet products according to their own needs and within their means.

10. [Food] Keywords: Sub-segmented market boom, hoarding coupons becomes a habit

In addition to the overall food list, the 2021 food list has 6 sub-lists; in addition to the overall list, the 2023 food list has 12 sub-lists, including warm-layer foods, food in-store coupons, etc.

1. The first “warm-layer food” list, Oriental Selection was selected

In the past few years, the pre-prepared food market has experienced explosive growth, with new brands emerging one after another. This year, the Double 11 Food Ranking released the "Temperature Level Food Store Sales Ranking" for the first time. The temperature level concept mainly appears in the fresh cold chain industry, and different temperature levels are divided according to the transportation and storage methods of fresh products. The top 10 brands on the list are mainly dairy products, and only Oriental Selection, ranked 9th, entered the list with the pre-prepared food category.

2. Fierce competition among new brands

In this year's Double 11 grain, oil and fast food list, Man Xiaobao, which ranked 4th last year, and Li Ziqi, which ranked 5th, fell out of the top 10; in the tea shop sales list, Chali, which ranked 2nd last year, failed to maintain its top 10 this year.

3. Chain restaurants usher in the era of “vouchers”

The "Store Coupon Sales Report" is a list that began to appear on Double 11 in 2022. Coupons are purchased online and redeemed offline. In the past two years, the top four on the list were KFC, Starbucks, McDonald's and Burger King, dominated by fast food and coffee giants; but in this year's list, Luckin Coffee replaced Haagen-Dazs last year and rushed to the fifth place on the store coupon sales list. As a new retail coffee brand established six years ago, Luckin has seized the market with a low-price strategy and is good at using discount coupons to attract consumers to shop in stores.

11. [Jewelry] Keywords: Gold is stable, pearls are rising

From 2021 to 2022, jewelry accessories appeared as a sub-list in the "Apparel and Fashion" industry. In 2023, it was officially displayed separately, and was divided into 1 general list and 3 sub-lists, among which the jadeite cultural relics shop sub-category was newly added.

1. Gold jewelry has a solid position

In the jewelry list, Chow Tai Fook and Chow Tai Seng have ranked in the top three for three consecutive years, with Chow Tai Fook ranking first in both 2021 and 2023. The ranking of CRD, a representative of the diamond category, has dropped significantly, from the third place three years ago to the bottom of the list this year. The top 10 brands in 2023 are all mainly engaged in gold jewelry.

2. The rise of pearls

In the jewelry list (there is no separate list in 2022), Pandora and Swarovski are firmly in the top 1 and top 2 positions, with no change in ranking. However, Hefang ranked third, Bailan ranked fourth, Zengliu ranked sixth, and Sujue ranked eighth, riding on the rise of the pearl category this year, and they have all launched popular freshwater pearl products, with unit prices ranging from hundreds to thousands of yuan.

3. The popularity of skewers continues

The top three newly added jadeite collections are Potala Palace, Kartisa, and Donghai Family, all of which mainly sell beads and bracelets. Red agate, Hetian jade, obsidian and other materials are very popular. Compared with jewelry, jadeite collections have a wider price range, and they are both popular and profitable. They are growing rapidly with the help of content-based means such as live broadcasts and short videos.

12. [Health] Keywords: Home health care attracts attention

In the past three years, people's attention to health has increased, young people's various health preservation methods, and advances in medical technology have driven the supply and demand of the entire market.

1. The leading momentum of domestic tonic brands is further strengthened

Incorporating traditional tonics such as bird's nests and fish maw into daily diets such as porridge and soup is a new preference of young consumers for taking tonics, and also a new insight of domestic tonic brands into the consumer market. Some practitioners summarize this trend as "light tonic" and "light health preservation", that is, health preservation does not require a grand sense of ritual, but is available at any time and at hand.

2. Portable medical device users are getting younger

In terms of health equipment, it can be observed that consumers have more diverse demands for home health care. Whether it is blood glucose meters, blood pressure monitors, and ventilators for chronic disease patients, or hair removal devices and skin dressings for a wider consumer group, they all have a place on the list. The "Health Consumption Trend Insights" released by Tmall Health not long ago showed that among the consumer groups, those born after 2000 and 2005 are the fastest growing groups. Among them, the number of consumers of wormwood products born after 2005 increased by 100%, and the number of people buying blood glucose monitoring products increased by 53%. Portable medical devices such as traditional Chinese medicine and monitoring are very popular.

3. The ranking of contact lenses has not changed much

Contact lens brands generally achieved extremely high transaction volume this year. This is related to eye habits and vision health, as well as the rise of the "self-pleasing" consumption trend and the "appearance economy". Multiple factors have jointly contributed to the popularity of this track.

Author: Tianxia e-commerce

Source: Tianxiawangshang