That Alibaba had broken all the retail records in this edition of Singles Day, there’s no news anymore, since the $ 38.4 billion in sales reached by the Chinese giant caught all the market’s attention and were the topic of any conversation about retail this week.
But the retail group founded by Jack Ma wasn’t the only one to make a huge profit on this date. The Chinese retailer revealed their own internal data about the 15 best seller brands during Singles Day: from China, Huawei and Xiaomi won the spotlight, while U.S brands were also very representative because of companies such as Bose, Estée Lauder, Gap, Levi’s, Nike, The North Face, and Apple. And to complete the team, the most well-succeeded international brands were Nestlé, H&M, Uniqlo, MUJI, L’Oréal, and Philips.
All this diversity of brands from the most different industries can look like a big mess at first, but it all makes sense when we analyze the best sellers categories reported by Reuters. Food supplements were the bigger winner of the day, followed by make-up, diapers, and face wash, which reveals how different China’s consumer behavior is from occidental since, on Black Friday, technology is traditionally the king.
Nevertheless, Alibaba’s numbers aren’t the only ones and the retailer had to deal with the competition of other Chinese retailers, such as JD.com, that is also available for Latin American consumers and offered long terms to its users to buy with discounts. The brand’s sale happened for 11 days and reached up to $ 29 billion in sales during this period, according to Forbes.