Tmall Records Strongest 11.11 Growth in Four Years

Hangzhou, China, November 15, 2025 — Taobao and Tmall, Alibaba Group's China commerce retail business, delivered solid growth for brands of all sizes duringthis year’s 11.11 Shopping Festival (“11.11” or the “Festival”), reaffirming the platforms’ position as the leading gateway to the China consumer market. This year’s Festival marked the first large-scale deployment of e-commerce AI, advancing Alibaba’s strategy to build a comprehensive consumption ecosystem.

“We achieved Tmall’s strongest 11.11 growth in GMV net of refunds in four years,” said Bo Liu, President of Tmall. “This success reflects our focus on empowering high-quality brands and original IP merchants, supported by our largest-ever investment to deepen consumer engagement.”

Highlights from Taobao and Tmall’s 11.11 Shopping Festival:

Brands and Merchants Excel at the Signature Shopping Event

• Nearly 600 brands surpassed RMB100 million in sales as of 12:00 a.m. November 14. Brands with sales exceeding RMB1 billion included Apple, Haier, Midea, Yeswood, Xiaomi, FILA, Laopu Gold, CAMEL, Huawei and Nike.
• 34,091 brands doubled their sales compared to the Festival last year, including 18,048 up by over 300% and 13,081 brands up by over 500% - all exceeding last year’s levels.
• Among emerging brands launched on Tmall within the past five years, 406 topped their respective sub-categories. 26 brands surpassed RMB100 million in sales, and 188 exceeded RMB10 million. 
• 14,246 new products each achieved RMB1 million in sales, and 30% of items with sales over RMB100 million were new products.

Cross-Platform Synergy Drives High-Value Growth

• Brands on Tmall with access to “Taobao Instant Commerce” channel saw daily average on-demand orders rise 198% versus September levels.
• Fliggy recorded over 30% growth in GMV net of refunds, supported by synergies from Alibaba’s comprehensive consumption strategy.
• Among 88VIP members – Taobao and Tmall’s highest spending purchasers - daily active buyers increased 31% year-over-year, within a base now exceeding 53 million members.
• Brands’ flagship stores on Tmall added 145 million new loyalty members in total during the Festival.

AI at Scale Enhances Merchant Efficiency and Consumer Experience

• The AI Business Advisor tool generated over five million analytical reports since October, supporting merchants through campaign preparation and execution. Surveys show the tool improved merchants’ operational efficiency by 150%.
• Dianxiaomi, the AI-powered customer service assistant on Taobao and Tmall, handled 300 million queries during 11.11. Merchants using AI-aided customer support saw conversion rates rise 30% year-over-year.

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About the 11.11 Shopping Festival

The 11.11 Shopping Festival began in 2009 with participation from just 27 merchants as an event for merchants and consumers to raise awareness about the value of online shopping. For the latest news and updates on the 2025 11.11 Shopping Festival, please visit: https://www.alizila.com/

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📎[Press Release] Taobao and Tmall’s 11.11 Shopping Festival Delivers Solid Growth for Brands.pdf