By 1:51, Nov.1, the volume of online transactions of 100 brands, including Apple, L 'Oreal, Haier, Estee Lauder, Nike, Huawei, Midea, Lancome, Xiaomi and Adidas, had each amounted to 100 million yuan, with beauty products coming out to top among others in sales.

Since Oct.21, Alibaba has been pairing with live streaming events andinfluencers for brand promotions.

This year’s 11.11 online shopping eventkicked off on Nov. 1, 10 days ahead of the main event. The first wave will last for three days.

According to Alibaba's Chief Marketing Officer Dong Jianhua, this year's event will be twice as big, as a dramatic change has been seen in customer's shopping behavior due to the pandemic, and the total sales is expected to eclipse previous records.