Alibaba Health Reports Double 11 Results: Medical Services GMV Triples Year-on-Year, O2O Medicine Delivery Covers 5,000 Pharmacies Across 82 Cities
On November 11, the final gross merchandise volume (GMV) of the 10th Tmall Double 11 Global Shopping Festival reached RMB 213.5 billion, setting a new record and demonstrating strong consumer confidence.
On the 13th, Ali Health disclosed data showing that the high-average-ticket medical services segment, representing quality consumption, performed remarkably well, with its gross merchandise value (GMV) reaching 3.3 times that of the same period last year. Meanwhile, three brands—Swisse, By-Health, and Bausch + Lomb—joined Tmall’s Double 11 “Billion-Yuan Club.”
Meanwhile, as a key strategic initiative in Alibaba Health’s new pharmaceutical retail ecosystem, its O2O pharmaceutical services—integrating online and offline channels and providing round-the-clock access—were fully rolled out during this year’s Double 11 shopping festival. On the day of Double 11, more than 5,000 offline partner pharmacies affiliated with Alibaba Health across 82 cities nationwide participated in the event.
Consumption Upgrade: Three Health Brands Join Tmall’s “100 Million Yuan Club” During Double 11
Nine hours and 52 minutes into the Double 11 shopping festival, Alibaba Health announced that the gross merchandise volume (GMV) of Tmall’s pharmaceutical category had already surpassed the full-day total from the previous year. Driven by this rapid growth, three brands on the Alibaba Health platform—Swisse, By-Health, and Bausch + Lomb—joined the “100 Million Yuan Club,” securing the top three spots in the health sector of the 2018 Tmall Double 11 Commercial Olympics as champion, runner-up, and second runner-up, respectively. Additionally, more than 70 health brands, including Durex, Yuwell, Johnson & Johnson, and iKang Guobin, each achieved sales exceeding RMB 10 million.
A report jointly released by Alibaba, CBNData, and DT Finance ahead of the Tmall Double 11 shopping festival shows that the pharmaceutical and healthcare sector recorded the fastest growth over the past five years. This indicates that mass consumption is entering a new phase focused on quality, with consumers directing greater attention to areas closely tied to quality of life, such as health, home improvement, and cultural consumption.
The quality upgrade in national health consumption was further validated during this year’s Double 11 shopping festival, with trends such as the intelligentization and rejuvenation of health-related spending becoming increasingly evident. More than ten brands of tech-savvy health products, represented by the Xinmi 24-Hour Dynamic ECG Monitor and the Kapachi Children’s Smart Temperature Patch, were highly sought after.
Merchants have also captured the attention of young consumers through cross-industry collaborations: co-branded health products, such as the Tongdao Dashu custom gift box featuring Omron’s low-frequency massager and Changbai Mountain honey endorsed by food influencer Li Ziqi, have garnered significant popularity. Bytedance Health’s collagen powder gift box, which includes custom merchandise featuring Cai Xukun, has been enthusiastically embraced by his fanbase (“Ikun”), driving strong sales across the entire store. Within just 1 hour and 8 minutes, total sales at Bytedance Health’s official flagship store surpassed those of the entire previous year’s Double 11 shopping festival.
Amid the backdrop of upgrading quality in health consumption, overseas health products have gained significant popularity. In the transaction rankings of stores on the Ali Health platform, well-known overseas flagship stores account for nearly half of the market share.
Medical service growth is rapid; vaccine services are 9.7 times the level of the same period last year.
As another testament to the upgrade in the quality of health-related consumer spending, the Alibaba Health platform includesSurging Demand for Medical Services: Health Checkups, Aesthetic Medicine, and Dental Care—Within just 30 minutes of the event’s start, the transaction volume on Tmall’s medical aesthetics platform surpassed that of the entire previous day; at 1 hour and 4 minutes, the transaction volume for medical services exceeded the full-day total of the prior year.
Data shows that the first Double 11New categories such as genetic testing, hair transplantation, and in vitro fertilization (IVF) are experiencing rapid growth in medical services, emerging as dark horses in the industry.“Will I inherit my mother’s hypertension? Which cosmetics are suitable for my skin type?” Questions like these can, to some extent, be answered through genetic testing, which helps decode one’s “innate self.”
Within the first hour of sales on Singles’ Day (Double 11), genetic testing generated over RMB 5 million in revenue. As post-90s generations also began to struggle with hair loss, hair transplant packages featuring a “guaranteed non-baldness” concept became best-sellers, with hair transplant services exceeding RMB 2 million in transactions within one hour. On the brand side, the product hailed as the “Hermès” of hyaluronic acidJuvédermand a leading global brand in dental implantsNobel Biocare，Daily trading volumes all entered the ten-million-yuan club.。
As of 24:00 on the evening of the 11th, the overall transaction volume in the medical services sector, including medical aesthetics, dentistry, hair transplantation, and genetic testing, reached 3.3 times that of the same period last year, with the dentistry sector’s transaction volume reaching 3.9 times that of the previous year. Furthermore, driven by consumers’ growing awareness of “preventive healthcare,”Online Vaccine Appointment ServiceThe day’s transaction volume reached 9.7 times that of the same period during last year’s Double 11 shopping festival.
Pharmaceutical O2O Services Fully Launched: First Drug Delivery Completed in 5 Minutes
During the Double 11 shopping festival, Alibaba Health’s pharmaceutical O2O services also delivered impressive performance. At 00:13 on the day, Dianwoda, a partner of Cainiao Guoguo, completed the first medication delivery in just five minutes.
Alibaba Health disclosed that on Singles' Day,Over 5,000 partner offline pharmacies across China participate in pharmaceutical O2O campaigns., covering 82 cities.
Notably, Alibaba Health has launched 24-hour home delivery of medications in four cities: Beijing, Guangzhou, Shenzhen, and Hangzhou. Supported by the logistics capabilities of Cainiao’s Dianwoda and Ele.me’s Fengniao, the average delivery time for successfully fulfilled orders during daytime hours (8:00–20:00) in these cities has been reduced to under 20 minutes, while the average delivery time for nighttime orders (20:00–8:00) remains within 30 minutes.
As of 24:00 on the 11th, Dong-E-E-Jiao donkey-hide gelatin blocks, Yasu Orlistat, and 999 Ganmaoling ranked among the top ten in daytime sales revenue under Alibaba Health’s “Urgent Medication” delivery service. Yasmin short-acting oral contraceptives, Daktarin cream, and Mamiai pediatric antidiarrheal medication ranked among the top ten in nighttime sales revenue. In terms of full-day sales volume rankings among partnered “New Retail” pharmacies, chain pharmacies such as Shuyu Pingmin Pharmacy, Quanyuantang Pharmacy, and Guizhou Yishu Chain Pharmaceutical ranked among the top ten by the time the Tmall Double 11 shopping festival concluded at 24:00 on the 11th.
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