Alibaba Group has announced that the company has generated USD38.4 billion (RMB 268.4 billion) of gross merchandise volume (GMV) at their annual global shopping festival, the 11.11 Global Shopping Festival, an increase of 26% compared to 2018.

New Zealand brand A2 ranked in the top 10 cross-border brands globally whilst New Zealand ranked eighth in selling to Chinese consumers, up from ninth spot in 2018. Growth in GMV for New Zealand products was 32.9% on last year’s event.

“Alibaba is proud to see local New Zealand brands and retailers have another record-breaking year during this year’s festival. Chinese consumers have a strong desire for clean and green products and, as such, New Zealand products are highly regarded. As a result of this, and paired with our enhanced technology and ecosystem, many of the 700 New Zealand brands selling via our Tmall and Tmall Global platforms have seen very strong growth during this year’s event,” says Maggie Zhou, Managing Director Australia and New Zealand, Alibaba Group.

In the hours leading up to the shopping event, Chinese consumers tuned in to watch Alibaba’s fifth 11:11 Countdown Gala at Shanghai’s Mercedes-Benz Arena with a lineup of international and local celebrities including headliner Taylor Swift.

Key highlights from the 2019 11.11. Global Shopping Festival

  • More than 200,000 participating brands
  • One million new products launched for 11.11
  • Cainiao Network processed 1.3 billion delivery orders
  • Top five countries selling to China through our cross-border platforms by GMV: Japan, United States, South Korea, Australia, Germany

Top 10 New Zealand brands among Chinese consumers buying cross-border (by number of buyers)

  1. A2
  2. ZIWI
  3. Comvita
  4. Ecostore
  5. Karicare
  6. Anchor
  7. Clinicians
  8. Red Seal
  9. Antipodes
  10. Manuka Health

Top 10 product categories among Chinese consumers buying cross-border from New Zealand (by number of buyers)

  1. Infant formula
  2. Honey and honey products
  3. Overseas dietary food supplements
  4. Adult milk powder
  5. Cat treats
  6. Infant goat milk formula
  7. Cat food
  8. Dog food
  9. Laundry detergents
  10. Cleaning detergents

Top 10 categories of imported products bought by Chinese consumers by GMV

  1. Food Supplements
  2. Facial Masks
  3. Infant and Toddler Milk Powder
  4. Makeup
  5. Facial Beauty Tools
  6. Skincare Sets
  7. Serums
  8. Infant and Toddler Nutrition
  9. Diapers
  10. Face Wash

Top 10 countries/regions selling to China by GMV

  1. Japan
  2. United States
  3. Korea
  4. Australia
  5. Germany
  6. France
  7. United Kingdom
  8. New Zealand
  9. Italy
  10. Canada


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