At 24:00 on November 11th, the final GMV number was fixed at 498.2 billion yuan on Tmall. Together with JD.com, which has placed a total order amount of over 271.5 billion yuan, this year’s e-commerce shopping carnival that lasted for 11 days was finished.

 

For 2020 under the epidemic, the transfer of e-commerce and live broadcast have become the focus of many consumer brands. According to a Tmall spokesperson, in first one minute on November 11, Nike and Adidas are the first brands to make breakthroughs 100 million yuan, becoming the leader in sports consumption.

 

The domestic brand Anta did not surrender. Its 11.11 turnover reached 2.84 billion yuan, an increase of 53% over last year. And the annual e-commerce turnover exceeded 10 billion yuan.

 

In the annual Tmall sports outdoor ranking list, the top ten sportswear brands are: Nike, Adidas, Li Ning, Anta, FILA, Puma, JORDAN, Vans, Skechers and New Balance.

 

 

Li Ning Company announced the sales of Tmall flagship store, totaling 770 million yuan. Xtep Group announced a total of 530 million yuan in double 11 for all brands and online channels, a year-on-year increase of 50%.

 

In addition to domestic sports brands, some international sports brands also released double 11 battle reports:

Skechers, 2020 11.11 e-commerce sales exceeded 1 billion yuan, a year-on-year increase of 45%; Kappa omni-channel sales exceeded 125 million yuan, a year-on-year increase of 39%; Vans went on sale in 24 minutes and 14 seconds on 11.11, and its turnover has exceeded 50 million.

 

 

The "2020 Chinese Consumers" survey report released by McKinsey shows that most consumers are pursuing healthier lifestyles. The healthy living concepts is increasingly impacting on consumer behavior.

 

The offline stores of 2020 sports brands have all suffered traumas. The variety of online channels have become the main way for major sports brands.