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On October 20th, Tmall kicked off its Double 11 pre-sale event, following a rhythm almost identical to last year. There wasn’t much in the way of new ideas or innovations this time around. However, from the feedback on Tmall’s page, it seems that the pre-sale numbers were quite high, suggesting that this kind of marketing strategy is still effective in capturing consumer attention.
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But recently, an unusual piece of news surfaced online. A screenshot of a WeChat conversation between a home appliance manufacturer and an industry insider was shared by netizens, revealing claims that Tmall had inflated sales figures in the home appliance category—some even suggesting that the numbers were simply made up.
What's surprising is that as one of China's most influential e-commerce platforms, how could such a thing happen? I took a closer look at the screenshots to verify the facts. For example, a vacuum cleaner that participated in the pre-sale at 20:09 showed over 90,000 pre-sales, which could have reached 23 points, but within just a few hours, the number dropped below 50,000.
Another electric kettle from Beiding also showed more than 30,000 reservations at 20:09, but just one hour later, the number fell to 15,000. Over time, the number continued to decline exponentially.
Some users who broke the news suggested that Tmall’s marketing team might have felt the numbers were too exaggerated, so they reduced them to make the data seem more realistic and believable.
If this analysis is accurate, it's a serious concern. As one of the largest e-commerce platforms in China, Tmall should be setting a standard for integrity, not undermining trust through questionable practices.
As an ordinary consumer, I don't necessarily care about the pre-sale numbers. What matters most is getting the right product at a fair price. But if Tmall is falsifying these small numbers, it shows a worrying lack of honesty.
Looking back at Tmall’s history, it has often been associated with exaggerated figures and misleading promotions. Every major shopping festival like 618 or Double 11 sees them inflating their numbers to boost visibility and attract attention. The home appliance market alone is huge, yet Tmall's reported growth is often several times higher than what the market realistically supports.
In reality, JD.com holds over 60% of the online home appliance market, while Tmall is estimated to be under 30%. Suning and Gome are even smaller. This discrepancy strongly suggests that Tmall's sales figures may not be entirely accurate.
Double 11 has become a massive shopping event for consumers across China. It's a huge market, and if all platforms followed a responsible approach, it would be a win for everyone. But relying on manipulated numbers, puffing up fake results, and misleading customers won’t help in the long run. Even if the numbers look better each year, the end result will only be a short-term gain with long-term damage to trust.
Tmall needs to take a serious lesson in business integrity.
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