Alibaba Keeps Singles Day Sales Shrouded in Mystery
Alibaba Group decided to keep the final numbers from its annual Singles Day shopping extravaganza under wraps for the first time since the event began in 2009. The company simply said that the results were “in line with last year” and left the rest to the imagination.
What We Do Know
- Last year ~8.5 % growth in gross merchandise value (GMV) was Alibaba’s lowest yet in two decades.
- 2020 saw a 26 % jump after the festival shifted from a single‑day event to a multi‑day celebration.
- Despite macro challenges and ongoing COVID‑19 restrictions, the festival delivered results comparable to the previous year.
- Consumers, feeling the pinch of a slowing economy and health‑related curbs, leaned more toward affordable home‑grown brands.
- Industry estimate: Alibaba and its peers probably generated ~934 billion yuan in sales—a 2.9 % increase from 2020.
- Citi analysts projected Alibaba’s GMV to hover between 545–560 billion yuan (about $105 billion), reflecting 0.9–3.6 % growth.
A Day Without the Big Gala
Without the usual celebrity‑led gala or in‑person press events, Alibaba let the marketplace speak for itself. Tmall offered deals on more than 17 million products—3 million more than last year—and 290,000 brands wove their way into the shopping maze.
Which Products Took the Spotlight?
- High‑tech beauty gadgets (skin‑cooling & lift devices) jumped hugely—over 5,500 % from the previous year.
- Household appliances like carpet cleaners and smart kitchen gadgets saw a surge in demand.
- JD.com, a rival, didn’t disclose GMV but reported Apple’s products sold over 1 billion yuan in the first minute of the final sales period.
- During a 10‑minute flash sale, turnover for 87 international beauty brands—Estee Lauder, L’Oréal, L’Occitane—tripled compared to last year.
Consumer Perspective
Shanghai resident Yang Zengdong sat on the fence about buying during Singles Day. By the final sales window, she found herself splurging at roughly the same level as last year, shrugging with a smile: “If you don’t buy on Singles Day, you’re missing out.”
The Bigger Picture
China’s President Xi Jinping’s push for “common prosperity” has led to a subtle shift in how the festival is presented—less hype, more restraint—but the consumer appetite remains strong. The fact that Alibaba chose to hide the numbers this year adds a layer of intrigue that will be felt for months.
