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When提到 “Double 11”, you might first think of a shopping spree for domestic consumers. But this year’s Double 11 will be more international. On September 22, Ye Jianqiu, General Manager of Taobao Overseas, said at an exchange meeting: This year’s Double 11 will be launched simultaneously in 20 countries and regions worldwide for the first time, in five different language versions, targeting global consumers.
This move marks the official upgrade of the “Chinese Shopping Festival” to a “Global Shopping Festival”, backed by the rapid growth of Taobao’s overseas business—overseas GMV has maintained double-digit growth for five consecutive years, new user growth has nearly doubled since April this year, and the App has topped download charts in 16 regions.
Three Core Initiatives: Comprehensive Enhancement from Logistics to Subsidies
12 Sites Offer Free Shipping and Free Returns
Regarding the logistics experience that overseas consumers care most about, during Double 11, Taobao will support cross-border free shipping and free returns in 12 overseas sites: Hong Kong and Macau achieve “zero-threshold free shipping” and can be directly mailed home without needing to meet a minimum order; regions such as Taiwan, Singapore, Malaysia, and Australia issue large shipping coupons daily to significantly reduce shopping costs.
$137 Million Subsidies to Activate Global Consumption
To help merchants better seize the growth opportunities of Double 11, Taobao Overseas will invest $137 million in marketing subsidies in overseas markets to help merchants double their overseas sales during Double 11. In addition, Taobao will launch the interactive game “Taobao Wonderland” for non-Chinese users overseas for the first time. Users can get gold beans by checking in daily, which can be used for cash discounts when shopping, with a maximum discount of 50% of the order amount. New users in 16 countries and regions who place their first order during Double 11 will also enjoy a “$0.14 flash sale” discount.
Targeted Support for Multiple Industries
Taobao clearly lists large apparel, 3C digital, furniture and home, sports and outdoor, toys and trendy play, auto and motorcycle parts as key supported industries. During Double 11, it will launch industry-exclusive channel pages overseas to focus on exposing high-quality products. This is not a short-term promotion policy but a long-term operation strategy—the platform plans to hold 100 category activities throughout the year, continuously driving traffic through large industry coupons and exclusive overseas labels, and the GMV growth rate of contracted merchants has reached three times that of the overall market.
Merchant福音: Zero-Threshold Global Selling with “One-Click Sell to the World”
The core advantage of this globalization upgrade lies in the lightweight overseas scheme: merchants do not need to open additional overseas stores. They only need to sign the “Overseas Growth Plan” in the original Taobao backend, and products can be automatically synced to overseas sites for sale. The platform guarantees return risks throughout the process. Merchants only need to ship to domestic warehouses, and Taobao is responsible for the entire chain of customs declaration, logistics, compliance, etc.
It is reported that more than 1 million merchants will sell to overseas regions simultaneously during Double 11, and the number of cross-border free shipping products reaches 400 million. According to Taobao Overseas estimates, 100,000 merchants will double their overseas sales this year.
As Double 11 connects with the overseas “Black Friday”, this globally synchronized promotion is becoming a golden window for Chinese merchants to tap into incremental growth.