Double 11 with Far-Near Field Integration: Taobao Flash Sale Unlocks Merchants’ Growth

Double 11 with Far-Near Field Integration: Taobao Flash Sale Unlocks Merchants’ Growth

As Tmall’s Double 11 festival heats up, it has evolved from a purely online shopping spree to an all-scenario consumption ecosystem integrating “food, drink, play, and shopping.” Behind this transformation is the first participation of Taobao Flash Sale, which Alibaba’s China E-commerce Group Taobao President Chu Duan called a “super increment”—a new growth driver for brands.

Taobao Flash Sale, making its debut in Double 11, has delivered impressive results: On October 15 (pre-sale day), it covered 270 cities nationwide. Late-night snack orders surged over 200% YoY, supermarket/convenience orders jumped 670%, and daily categories like beverages, baking, and fresh produce doubled. Brands in 3C, personal care, and apparel saw over 290% growth in Taobao Flash Sale transactions YoY.

Certain Growth

In late April 2025, Taobao’s “Hourly Delivery” upgraded to “Taobao Flash Sale” and landed on the first-level entrance of the Taobao App. In just months, it hit a peak of 120 million daily orders in June, with 80 million daily orders on Sundays in August. By August, 77 brands exceeded 10 million yuan in monthly sales on Taobao Flash Sale, and 490 brands exceeded 1 million yuan.

During Double 11, Taobao Flash Sale launched initiatives like the “Hot Popular Stores” channel, “Accelerated Delivery” (average 3-minute speedup), and “20-Minute Delay Free Order” to boost user experience. These measures drove growth for merchants: Changsha’s Juwai Quji (crayfish brand) saw 50% of its takeout orders from Taobao Flash Sale, with weekend revenue up 40% WoW. Chengdu’s Kao Jiang (grilled fish restaurant) extended takeout hours to midnight to meet demand.

Sustainable Growth

Taobao Flash Sale’s value goes beyond short-term sales—it enhances merchants’ long-term operations. For example, Harling Noodle Shop (formerly against takeout) switched to rice noodles for takeout, doubling sales. After joining Taobao Flash Sale, it separated online-offline kitchen lines, solving peak-time backlogs. Juwai Quji developed winter like sour soup beef hot pot, growing new users by 110%.

Brands also explored scenario-based products: small bottled cooking oil for outdoor (barbecue) with brushes, which sold well. Taobao Flash Sale connects online and offline services—like helping elderly users with product guidance via offline stores, boosting loyalty.

Continued Growth

Taobao Flash Sale aims for further growth, not just maintaining scale. It focuses on cross-scenario integration: linking far-field (traditional e-commerce) and near-field (instant retail) to drive repeat purchases. For example, high-frequency takeout users may buy clothes/masks during Double 11, while e-commerce users increase instant consumption like tea/snacks.

Taobao Flash Sale collaborates with Tmall to combine its instant delivery strength with Tmall’s brand advantages. It avoids zero-sum competition, sharing resources with physical retailers and turning into an “ecological value hub” for win-win growth. Over 4 million local merchants joined Taobao Flash Sale for Double 11, the largest participation ever for local life businesses.

Double 11 2025 is more than a promotion—it’s a testing ground for new business models. Taobao Flash Sale’s rise opens more growth space for brands and injects new momentum into high-quality economic development.