Insights & Industry Practices
Double 11 is the most important sales moment of the year for e-commerce. This guide is compiled by Shinerway Brand Planning (Shenzhen) for the 2026 Tmall Double 11 promotion: define selling products as the ultimate goal, determine promoted items with sufficient stock, and identify the target customer group before spreading promotional messages. It covers seven promotion formats — member points, discounts, free samples, lucky draws, red envelopes, auctions and active participation in platform campaigns — together with the advantages of each, such as direct price benefits that lift sales volume and membership schemes that retain old customers while attracting new ones. This marketing plan helps merchants plan their Double 11 operations in advance and achieve growth in both revenue and customer loyalty.
