2025 Double 11 Preview: JD Extends Campaign to 37 Days, Taobao/Tmall Adjusts Rhythm

JD: 5-Stage Strategy Covers 37 Days

JD officially announced its 2025 Double 11 campaign plan, running from 00:00 on October 9 to 23:59 on November 14 (37 days, 3 days earlier than 2024). It’s divided into 5 stages with increasing discounts:

• Preheating (Oct 9, 00:00-19:59): Early bird red envelopes, add-to-cart coupons, inventory locking, and 30-day price protection.
• Early Purchase (Oct 9, 20:00-Oct 31): Digital/appliances 30% off, plus cross-store discounts (50¥ off every 300¥).
• Grand Opening (Oct 31, 20:00-Nov 3): Full-category discounts, including “5000¥1000¥” super coupons.
• Specialty Days (Nov 4-Nov 7): Daily brand promotions for appliances, beauty, sports, etc.
• Climax (Nov 8-Nov 11): Peak night at 20:00 on Nov 10 with double red envelope rain and government subsidies.
• Return Period (Nov 12-Nov 14): Clearance sales and continued 30-day price protection.

Red envelopes: Search codes 【Tianjiang Hongbao 670】 or 【Xingyun Hongbao 543】 on JD APP (3 daily chances, max 11,111¥). Home appliances get an extra 40% off via government subsidies.

Taobao/Tmall: “Shuangjiegun” Rhythm with Earlier Timing

Taobao/Tmall keeps its “double stick” model but advances pre-sales to October 14:

• Pre-sale Preheating (Oct 14, 14:00-19:59): Accumulate energy via favorites/add-to-cart and tasks.
• Deposit Period (Oct 14, 20:00-Oct 21, 17:59): “100¥500¥” and deposit expansion.
• Balance Period (Oct 21, 20:00-Oct 24, 23:59): Combined payment for 50¥ off every 300¥.
• First Spot Sale (Oct 21, 20:00-Oct 24, 23:59): Digital/home goods 15% off.
• Second Spot Carnival (Oct 31, 20:00-Nov 11, 23:59): Red envelope rain and “first N items half-price.”

Taobao/Tmall sticks to 8 PM start times to avoid midnight shopping. 88VIP members get 860¥ coupons and Tmall Supermarket rebates.

Platform Comparison: Strengths & Differences

• Duration: JD has a 3-day longer return period for off-peak restocking.
• Discounts: Both offer 50¥ off every 300¥, but JD’s 40,000¥ upper limit suits big buys.
• Subsidies: JD appliances get 40% off; Taobao offers 10% trade-in rebates in some areas.
• Membership: JD PLUS locks inventory/doubles deposits; Taobao 88VIP gives free shipping/large coupons.
• Red Envelopes: JD has 3 daily code-based claims; Taobao’s super red envelopes (max 28,888¥) require speed.

Consumer Guide: Seize the Best Timing

• Oct 9: JD early purchase—ideal for digital/office supplies.
• Oct 14: Taobao pre-sales + JD red envelopes—best for deposits.
• Oct 21: Taobao balance period—use combined discounts.
• Oct 31: Both platforms’ grand opening—focus on appliances/furniture with super coupons.
• Nov 4-7: JD specialty days; Taobao brand live streams for “president prices.”
• Nov 10, 20:00: Peak night—max red envelopes, iPhone 17 2,000¥ off.
• Nov 12-14: JD return period for last-minute deals; Taobao clearance with price protection.

Follow 3 rules: Prioritize needs, set budgets, avoid hoarding—shop rationally!