This year’s 11.11 shopping festival on Tmall and Taobao has once again redefined what it means to shop in China. Not only has it showcased the sheer volume of transactions, 11.11 has illuminated the evolving Chinese consumer behavior driven by a maturing middle class, a desire for personalized experiences, and a pivot towards emotional and experiential spending. As leaders in the e-commerce space, Tmall and Taobao are not merely adapting to these changes; they are actively steering them, employing innovative strategies and tools that reshape retail norms.
A number of macro-level trends have become apparent, each demonstrating how Chinese consumers are melding utility with luxury, seeking emotional satisfaction, and opting for lifestyle-centric products. The spotlight shone brightly on high-end outdoor equipment, pet-related products, and quirky design-centric toys, pointing to a broad transformation in retail dynamics in China and presenting new opportunities for businesses to forge deeper connections with an increasingly discerning customer base.
The Pet Economy: From Companions to Family
China’s pet economy continues to flourish, with pets increasingly seen as family members. This cultural shift driven by millennial and Gen Z pet owners significantly influences spending habits, creating a lucrative market for premium pet products. By the end of the year, the urban pet population in China is projected to exceed the number of children under the age of four, also signaling a significant surge in the pet economy, as highlighted in a July research report by Goldman Sachs that explored the growing demand for pet food.
During this 11.11, within the first four hours of sales, 658 brands achieved a year-on-year doubling of transaction volume, while 659 brands saw their order volume double compared to the same period last year, with notable increases in sales of premium food products like raw meaty bone and specialized pet-foods. Consumers increasingly prefer these options for nutritional value and alignment with pets’ natural dietary habits.
The demand for high-end products – from gourmet cat food to designer pet beds – indicates a shift towards premiumization. Brands such as “Fregate,” which specializes in fresh-baked cat food, and “Xucuihua,” which offers cat litter solutions, are capitalizing on this trend by offering specialized products that cater to the needs and desires of pet owners, which in turn is driving meaningful sales growth and market differentiation.
Outdoor Gear: Aspiration Meets Performance
China’s high middle class is redefining luxury one high-tech, high-fashion outdoor garment at a time. This year, 11.11 revealed a significant trend: the outdoor gear market is moving beyond mere functionality to symbolize wellness and identity. Tmall saw sky-high sales for items like Bogner’s RMB 25,200 ski jackets and RMB 3,000 storm jackets, with brands like Mammut, Helly Hansen, and Salomon leading the pack.
This shift isn’t just about attire. The trend extends into outdoor-adjacent sectors, from high-tech fitness gadgets to eco-friendly camping gear. The rise of outdoor gear reflects a deeper cultural shift towards a healthier, more active lifestyle among urban Chinese consumers. Tmall’s data revealed a 35% increase in users spending over RMB 50,000 (US$6,850) annually on outdoor gear, driven by Gen Z and Millennials who see outdoor activities as a means of self-expression and escape from urban density.
Health & Wellness: Science and Personalization
At the 7th China International Import Expo (CIIE), which coincided with the 11.11 campaign period this year, Tmall Global showcased its leadership in the health and wellness sector with the launch of the White Paper on the Fourth Meal : Nutrition and Anti-Aging and announced partnerships with global brands such as GNC and MitoQ.
The report revealed a growing consumer emphasis on personalized health solutions, ingredient transparency, and science-backed solutions. Tmall International’s data reveals rapid growth in functional categories such as women’s health, weight management, and sports nutrition. Ingredients like Omega-3, krill oil (up 278% year-on-year), and coenzyme Q10 are driving sales, as consumers seek targeted supplements to address specific needs.
Consumers, especially young ones, are driving this shift, focusing on targeted supplements to meet specific health needs. This has spurred rapid growth in functional categories like women’s health, sports nutrition, weight management, and gastrointestinal wellness. Brands such as WHC and Swisse are responding by offering high-purity, medicaclly endorsed products to meet this demand.
Toys & IP: Beyond Play, Seeking Emotional Value and Cultural Resonance
Toys and IP products are no longer just for children; they’re emotional and cultural artifacts for Millennials and Gen Z.
Emotional consumption has emerged as a key driver, with products like Wen Tongzi’s culturally rich plush toys and Jellycat’s quirky designs leading the way. Many of these products blend modern aesthetics with cultural nostalgia, appealing to younger consumers. For instance, Jellycat‘s plush toys sales achieved 230% year-on-year growth compared to last year’s first day, while Wen Tongzi saw sales surge by over 180% in the first hour of the event. The demand for these items reflects a broader trend of “emotional value” products that fulfill psychological and social needs.
Tmall and Taobao lead this market with over 70% of sales, driven by curated IP ecosystems and data-driven marketing tools that resulted in over 10,000 exclusive product offerings during 11.11. Categories like blind boxes and EDC (Everyday Carry) gadgets also gained traction, supported by social media and exclusive launches. Products such as collectibles from “Genshin Impact” illustrate how fandoms and subcultures are fueling growth in this sector, highlighting how brands are innovating to meet the interests of specific subcultures.
Curious to uncover more insightful trends from this year’s Tmall 11.11?
