On November 11, the Double 11 battle reports of e-commerce platforms were released one after another. As of 14:08:57 on November 11, 2021, the cumulative order amount of JD.com Double 11 exceeded 311.4 billion yuan, of which Guangdong Province ranked first in purchasing power. Tmall has not disclosed the total amount of cumulative orders, but only announced the growth data of some categories, among which Guangdong Province ranks first among the provinces that love to buy books and buy the most voice protection products in the country.

Guangdong purchase

Strive to win again

Shenzhen is growing the fastest

Guangdong has always been the province with the largest purchasing power on Double 11. Jingdong data shows that as of the afternoon of the 11th, Guangdong Province’s purchasing power ranked first in the country, and the turnover on the 11th day increased by 60% month-on-month.

According to the data of the Jingdong platform, the top 5 cities in Guangdong Province by turnover are Guangzhou, Shenzhen, Dongguan, Foshan and Huizhou. The region with the fastest year-on-year growth in turnover was Shenzhen.

From the perspective of the purchasing power level of the sinking market such as counties and towns, the total purchasing power in Guangdong Province is the strongest: Boluo County, Tangxia Town, Chang’an Town, Humen Town, and Huidong County; The strongest purchasing power per capita are: Suixi County, Enping City, and Hongmei Town.

From the perspective of sales, the top 5 sales-to-purchase ratio in Guangdong Province are: Zhuhai, Shenzhen, Dongguan, Shantou and Huizhou. The purchase-to-sales ratio data refers to the sales of industries and agricultural products in these cities to the whole country, which shows that the manufacturing cities of Zhuhai, Shenzhen and Dongguan are doing well.

Cantonese people love to buy

Mobile phones, household appliances, computer office

Analysis of Guangdong user characteristics shows that during JD.com’s Double 11 this year, female users accounted for 40.31%; Young users under the age of 35 account for 60%, indicating that new users in Guangdong tend to be younger, and the structural changes of the consumer population have also made the overall consumer market increasingly young, delicate and dynamic.

From the perspective of consumer preferences, data from the Jingdong platform as of the afternoon of the 11th shows that the top 5 turnover of hot-selling categories in Guangdong are: mobile communications, household appliances, computer office, digital and food and beverage; The top 5 with the fastest year-on-year growth are: pet life, health services, home textiles, fresh food, household cleaning/paper products.

The top 5 sales volume of hot products are: Apple iPhone 13, Panasonic automatic wave washing machine, Honor 50 5G mobile phone, iPad Pro 11-inch tablet 2021 model, Huawei Mate40 Pro 5G mobile phone. The top 5 sales of hot-selling products are: Mengniu Youyi C live lactic acid bacteria drink (original), Tide lily sterilization laundry detergent, Qingfeng log pure paper, ChaLi peach oolong tea bags, Hualiyuan boutique powdered shell eggs.

In July this year, with the approval of the State Council, Shanghai, Beijing, Guangzhou, Tianjin and Chongqing took the lead in carrying out the cultivation and construction of international consumption center cities. During this period, e-commerce enterprises represented by JD.com have also become a key driving force.

Guangdong brand




Midea, Huawei, Gree

During Jingdong’s Double 11, the top 5 local well-known brands/time-honored brands in Guangdong by sales amount were: Midea, Huawei, Gree, Vinda, Vantage; The top 5 growth are: GAC, Baiyunshan, Gree, Vinda, Haitian. From domestic electrical brands, leading brands of mobile phones, to famous daily necessities enterprises, the well-known brands of “made in Guangdong” can be described as national attention.

At the same time, Guangdong’s local high-quality agricultural products are also actively rising, and the top 5 upward growth during JD.com’s Double 11 period are: Jieyang City, Jiangmen City, Zhuhai City, Chaozhou City, and Yangjiang City. High-quality agricultural products are sold all over the country through JD.com, and many characteristic high-quality agricultural products in Guangdong Province have gradually become known by more people through the popularity of the online market.

On the other hand, the top 5 provincial brands that Cantonese people love most are: Three Squirrels, Hong Kong Maximis, Zespri, Hengdu Beef from Chongqing, and Jingmi, Jingdong Fresh Brand.

Shenzhen smart home

Industrial belts are the most popular overseas

According to data from Tmall, among the favorite Chinese industrial belts of overseas consumers, Shenzhen smart home ranks first, in addition to the top 10 overseas hot sales list of AliExpress China’s industrial belt, Guangzhou women’s clothing and Guangshen fine jewelry.

In addition, Tmall data shows that Foshan’s small home appliances and home furnishing industry belts are also selling overseas. On Double 11 this year, Foshan Shunde’s small household appliance industry brought double-digit sales year-on-year. Smart small household appliances such as portable washing machines customized for small apartments, air fryers that meet the needs of people who pursue exquisite life, and multi-functional breakfast machines continue to be popular overseas. Foshan’s furniture and home furnishing industry belt, which focuses on “new brands and new designs”, is changing to attract a large number of overseas Chinese with Chinese style design and comfortable quality. On Double 11 this year, overseas consumers “shop and buy” in Taobao and Tmall’s home 3D model rooms, and the industry’s overseas sales increased by 125% year-on-year.

As of press time, Tmall has not disclosed the overall order amount data, only released the growth data of some categories, among which Guangdong Province ranks first among the provinces that love to buy books and buy the most voice protection products in the country.

In addition, Tmall data shows that the destination province where GBA merchants sell the most and the province where GBA shoppers love to buy are Zhejiang. The two TOP10 lists have the figure of Jiangsu, Shanghai, Shandong, Fujian and other provinces, and rank high.

Nandu reporter Ma Ningning