Double 11 2026 results, as of November 10: the whole market is barely up, 2.4% for October 7 to 31 by Syntun’s count. The growth sits in a few places. Down jackets and heaters sold hard after a cold snap. Phones and AI hardware rode the trade-in subsidy and the gadget cycle. Imported prestige skincare holds its ground on Tmall, while imported pet food loses to Chinese brands.
This is a category read from the platforms’ own data and the Chinese trade press, taken on the evening of November 10, 2026. Douyin closes at midnight on the 11th. Tmall keeps selling spot goods for two more days.
Tmall’s Double 11 2026 spot sale runs from 20:00 on October 20 to 23:59 on November 13. Source: Ebrun (亿邦动力), via Tencent News, September 2026. https://news.qq.com/rain/a/20260926A07D0O00
No platform has published a total for this Double 11. They publish growth rates by category and lists of the brands that passed a sales line, which say more about a foreign brand’s next order than a total would.
| Category | What moved | Platform, period | Read for a foreign brand |
|---|---|---|---|
| Phones and 3C | Subsidy-covered 3C up more than 4x, phones more than 9x year on year | Tmall, opening day Oct 20 | A subsidy lift. Check your product is on the list before you read it as demand |
| AI hardware | AI PCs up more than 300% in the first hour; 20 million-plus AI products sold on JD | Tmall Oct 20; JD to Oct 30 | Growing on both Tmall and JD |
| Winter apparel | Bosideng tops Tmall women’s wear; 300,000-plus down jackets in one night; heaters up 400% | Tmall, Oct 20 to 23 and Nov 9 | Weather beat brand. Winter stock is the reorder |
| Skincare | Proya first, then SkinCeuticals, Lancôme, Estée Lauder and SK-II | Tmall, Oct 20 to 23 | Imported prestige holds four of five |
| Pets | Chinese brands hold 8 of the top 10; Douyin pet merchants above 10m RMB up 200% | Tmall Oct 20 to 23; Douyin Oct 15 to 18 | The hardest category for imports this year |
| Food and fresh | 6 of the top 10 are new against last year; Rémy Martin is on the list | Tmall, to Oct 25 | The list is open, and a spirits brand made it |
| Mother and baby | Douyin baby merchants above 10m RMB up 83%; Taobao instant-retail baby sales up 72% | Douyin Oct 15 to 18; Taobao Nov 7 to 8 | Growth is moving to fast local delivery |
| Imports overall | 1,300-plus first-time import brands on Tmall; 4,000-plus doubled on JD; Douyin cross-border up 27% | Tmall, reported Nov 6; JD to Oct 30; Douyin to Nov 3 | Growing, unevenly, channel by channel |
Double 11 2026 results: a flat market with hot categories
The Paper ran Syntun’s first-round figure on November 4. It’s the closest thing to a total this year.
Comprehensive ecommerce platforms sold 1,026.3 billion RMB from October 7 to 31, 2026, up 2.4% from 1,002.6 billion RMB in the same period of 2025, by Syntun’s count. Source: The Paper (澎湃新闻), citing Syntun (星图数据), November 2026. https://m.21jingji.com/article/20261104/herald/7176e89f95ee69db0df57136f4fa4faa.html
Tmall’s opening numbers look hotter, because they count brands, and brand counts can climb while the total stands still.
In the first four hours of Tmall’s spot sale, 124 brands passed 100 million RMB, 27,681 brands beat their full-day sales of last year’s Double 11, and AI PCs grew more than 300% in the first hour. Source: Sina Finance (新浪财经), October 2026. https://finance.sina.com.cn/jjxw/2026-10-21/doc-inivysyn8154878.shtml
So the money moved between categories. It didn’t grow much overall.
Cold weather sold the coats
Temperatures fell more than 10°C (18°F) across much of the country in early November, and Tmall’s November 9 “peak price” night turned into a winter-clothing night.
With temperatures down more than 10°C in many regions, Tmall’s sales rose 400% on the previous period in the first hour of its November 9 peak-price phase, heaters rose 400%, and more than 300,000 down jackets sold in one night. Source: Jiemian (界面新闻), November 2026. https://www.jiemian.com/article/15316048.html
The cold started working earlier than that. Bosideng, a Chinese down-jacket maker, passed Uniqlo at the top of Tmall’s women’s wear list in the first 75 hours, which Ebrun put down to the change of season.
In Ebrun’s Tmall rankings for October 20 to 23, Bosideng topped women’s wear, and Chinese designer brands made 80% of the bag lines selling more than 1 million RMB. Source: Ebrun (亿邦动力), via Sina Tech, October 2026. https://finance.sina.com.cn/tech/roll/2026-10-26/doc-iniwpwiq2472444.shtml
The same cold pushed people toward fast delivery. Taobao’s instant-retail arm reported its numbers for the Beginning of Winter weekend, November 7 and 8.
Over the Beginning of Winter weekend, Taobao Shangou’s fresh and cooked food sales rose 73%, mother-and-baby 72%, and appliances and household goods 71% year on year. Source: Economic Observer (经济观察网), November 2026. https://www.eeo.com.cn/2026/1110/1089571.shtml
If you sell winter goods, the reorder for Chinese New Year starts now. Everyone else selling cross-border should read the Taobao number as a warning. A cross-border order ships by courier from a bonded warehouse. A parent who wants diapers tonight is shopping somewhere else.
Subsidies and AI gadgets
The national trade-in subsidy (国补) is the other engine. Tmall’s opening-day figures show what it does to a category.
Subsidy-covered 3C digital sales grew more than fourfold and phones more than ninefold year on year on Tmall’s opening day; TVs and smart-home goods grew by double digits. Source: Shanghai Securities News (上海证券报), via Eastmoney, October 2026. https://finance.eastmoney.com/a/202610223903823573.html
That growth belongs to products on the subsidy list. A gadget brand selling through a cross-border store should check whether its product qualifies before it treats those figures as demand it can catch.
Where imported brands are winning
Skincare is the clearest case. Ebrun’s 75-hour list put Proya, a Chinese brand, first. The next four were imported.
In Ebrun’s Tmall rankings for October 20 to 23, Proya, SkinCeuticals, Lancôme, Estée Lauder and SK-II took the top five skincare places, and Chinese brands held eight of the top ten pet places. Source: Ebrun (亿邦动力), via Sina Tech, October 2026. https://finance.sina.com.cn/tech/roll/2026-10-26/doc-iniwpwiq2472444.shtml
Tmall Global, Alibaba’s cross-border marketplace, counted its newcomers.
More than 1,300 imported brands took part in Tmall’s Double 11 for the first time in 2026, according to Tmall Global data. Source: Sina Finance (新浪财经), November 2026. https://finance.sina.com.cn/tech/shenji/2026-11-06/doc-inixuqhy8807566.shtml
JD and Douyin report import growth, too, though JD folded its import figure into a report led by AI gadgets.
More than 4,000 overseas brands on JD’s global shopping channel (京东全球购) doubled their sales year on year in the first half of JD’s 11.11, to October 30, while JD sold more than 20 million AI products. Source: Haiwaiwang (海外网), via Sina Finance, October 2026. https://finance.sina.com.cn/jjxw/2026-10-30/doc-iniwziin5415331.shtml
From October 15 to November 3, Douyin’s cross-border channel (全球购) grew sales 27% year on year; 91 international brands passed 10 million RMB, and three of them passed 100 million. Source: Xinmin Evening News (新民晚报), via Sina, November 2026. https://k.sina.cn/article_5953190046_162d6789e06703wn5k.html
None of the three gives an import total, so the figures don’t line up against each other. Douyin alone published a growth rate for its whole cross-border channel.
Where imported brands are losing ground
Pets first. Chinese brands took eight of the top ten places on Tmall’s pet list, led by Xianlang. On Douyin, the number of pet merchants passing 10 million RMB in the four opening days rose 200%.
Douyin’s opening phase, October 15 to 18, saw merchants above 10 million RMB rise 250% in fresh farm produce, 200% in pets and 83% in mother and baby, year on year. Source: Huanqiu (环球网), via Sina Finance, October 2026. https://finance.sina.com.cn/roll/2026-10-20/doc-inivwcmp5748148.shtml
That’s a count of merchants, not of sales. The same Douyin release named the home towns of its fastest-growing pet food sellers: Shaoxing, Foshan, Baicheng, Jiaxing and Zaozhuang, all industrial clusters. An imported pet food brand meets those sellers on price while carrying freight and cross-border tax.
Food is more open.
As of October 25, six of the top ten brands in Tmall’s food and fresh ranking were new against last year’s full Double 11 list; Rémy Martin was one of the ten. Source: Caijing (财经网), October 2026. https://tech.caijing.com.cn/20261028/5190185.shtml
A list that turns over six places in a year has room for a newcomer, imported or not.
What the festival cut costs per order
On Douyin, the festival’s 立减折扣 mechanic is a flat 15% cut, and the merchant pays for it.
Douyin’s Double 11 2026 rule sets the 立减折扣 cut at 15% in every category, funded by the merchant, and checks each registered price against the lowest page price since August 31. Source: Douyin E-commerce Learning Center (抖音电商学习中心), September 2026. https://school.jinritemai.com/doudian/web/articlev0/aJqWoaCZesUW
We ran one order through the Douyin cost calculator at its defaults: a 250 RMB basket, 4 RMB to pick and pack, 11 RMB for the last mile. The model charges the platform fee on the price the buyer pays. (It leaves out ad spend, which climbs during the festival as well.)
| Category | Platform fee | Fee and delivery at full price (RMB) | With the 15% cut (RMB) | Share of list price |
|---|---|---|---|---|
| Packaged food | 2.5% | 21.3 | 57.8 | 23.1% |
| Baby products | 3% | 22.5 | 58.9 | 23.6% |
| Skincare, pet food | 5% | 27.5 | 63.1 | 25.3% |
| Apparel, footwear | 6% | 30.0 | 65.3 | 26.1% |
TheChinaPath calculator data, November 2026: on a 250 RMB skincare order, the 15% festival cut takes what leaves the order before product cost from 27.5 RMB to 63.1 RMB. The fee shrinks a little on the lower price, but the cut is a full 37.5 RMB. Run your own SKUs through the Douyin model, or the Tmall Global setup and run calculator for Tmall, before you register a product for the next festival.
And the bill isn’t settled on November 11. Returns land in the weeks after.
Returns across all ecommerce reached 61.5% at Double 11 2025, and topped 80% in livestreamed apparel. Source: Beijing Daily (京报网), carrying CCTV News, January 2026. https://news.bjd.com.cn/2026/01/11/11517038.shtml
The regulator is watching prices after the sale
On November 6, the State Administration for Market Regulation (市场监管总局) sent the main platforms a Double 11 compliance reminder.
SAMR’s Double 11 compliance reminder asks platforms to self-check price wars and “raise first, cut later” pricing, and to stop price fraud and missing price labels. Source: China News Service (中新网), carrying CCTV News, November 2026. https://www.chinanews.com.cn/sh/2026/11-06/10727375.shtml
Don’t lift prices sharply on November 12 to win back margin. A jump straight after the sale is what the reminder describes.
For the final hours on each platform, use the Double 11 run sheet for the last fourteen days.
Questions we get asked
Did Alibaba publish a Double 11 2026 GMV figure?
Not as of November 10. Alibaba, JD and Douyin have published growth rates and rankings only. The nearest thing to a total is Syntun’s estimate for October 7 to 31: 1,026.3 billion RMB, up 2.4%. Last year Syntun put out its full-period figure on November 12.
When does Double 11 2026 end?
It depends on the platform. Douyin’s sale ends at 23:59:59 on November 11. Tmall sells spot goods until 23:59 on November 13. Staff customer service and the warehouse for the platform that closes last, and for the returns that follow.
Are imported brands doing well this Double 11?
In some categories. Imported prestige skincare holds four of Tmall’s top five places and Douyin’s cross-border channel grew 27% to November 3. Pets are the weak spot: Chinese brands took eight of Tmall’s top ten.
Send us your Double 11 sell-through by SKU and channel, and we will tell you which lines to reorder for Chinese New Year and which to drop.
Updated November 11, 2026
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