The growth in lifestyle consumption on Tmall
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Modern lifestyle categories
Trendy lifestyle products
- Coffee
- Healthy light meals
- Hard seltzer
Compared to the last 6.18,
coffee sales grew by more than 30%
this year from June 1-20.
China’s coffee sales are expected to exceed
RMB100 billion in 2021, with strong
growth in online purchases. (Note 1) < Back
coffee sales grew by more than 30%
this year from June 1-20.
China’s coffee sales are expected to exceed
RMB100 billion in 2021, with strong
growth in online purchases. (Note 1) < Back
The healthy light meal market
has been growing at a rate of
over 15% over the past two years.
Purchases on Tmall accounte
for about 80% of
the total sales.(Note 2)
has been growing at a rate of
over 15% over the past two years.
Purchases on Tmall accounte
for about 80% of
the total sales.(Note 2)
Hard seltzer has become more
popular among young consumers.
Plum and fruit wine,
premixed cocktails and
fruited beer all saw significant
growth in sales from June 1-20.
popular among young consumers.
Plum and fruit wine,
premixed cocktails and
fruited beer all saw significant
growth in sales from June 1-20.
Higher mobility and a change in
lifestyle have led to more people
seeking company in pets. According
to a 2020 research by Tmall Pet,
Tmall/Taobao contributed
more than 70% of the RMB30 billion
online pet product sales generated
over the 12 months before the release
of the report.
lifestyle have led to more people
seeking company in pets. According
to a 2020 research by Tmall Pet,
Tmall/Taobao contributed
more than 70% of the RMB30 billion
online pet product sales generated
over the 12 months before the release
of the report.
Popular pet products during 6.18
Brand storyYong Pu Coffee, is a Shanghai-based
ready-to-drink coffee brand that
was founded in 2014.
It ranked No. 1 in the liquid coffee
concentrate category during this year’s 6.18,
generating total sales close to RMB30 million.
Tmall’s consumer and industry insights enabled
Yong Pu to develop new products and launch
co-branded products and other customer
engagement campaigns.
Total sales (June 1-20) million cups
Liquid coffee
%
concentrate
Reasons for purchasing meal replacements
| Weight management | % |
| Convenience | % |
| Nutrition and health | % |
| Curiosity | % |
| The meals look delicious | % |
| Other | % |
Top 5 healthy light meals brands
with the highest GMV during 6.18
Brand story
OH!Fresh, a healthy light meal brand, first launched its products on Tmall in March 2020. It became one of the top 3 best-selling light meal brands in this year’s 6.18. The brand worked with Tmall to introduce smoothies that were the first of its kind on the
platform, creating a new category and becoming a highly searched keyword. Tmall’s marketing campaign also helped the brand in market education.
