On October 21st， according to Kuaikeji， the 2025 Tmall Double 11 shopping festival officially kicked off at 8:00 PM on October 20th.
Early this morning， Tmall released its Double 11 sales report. In the first hour of sales， 80 brands， including Apple， Roborock， Nike， and Lululemon， surpassed 100 million yuan in transactions. Furthermore， 30，516 brands saw their transaction volume double compared to the first day of sales last year， and an impressive 18，919 brands exceeded their entire sales volume from last year’s first day within the first hour of this year’s event.
Tmall highlighted that new product launches significantly boosted transactions for 3C digital brands.
The iPhone 17 series experienced its global debut on Tmall. Within two hours of the Double 11 sale commencing， Apple’s official Apple Store flagship store reported that iPhone series transactions surpassed the entire sales volume of the previous year. This indicates a strong consumer reception for the new iPhone models and potentially aggressive pricing strategies employed by Apple for the promotion.
Reports indicate that Apple’s official Apple Store flagship is offering discounts on several products during the Double 11 period. Notably， the iPhone 17 Pro marks its first price reduction since its launch.
The iPhone 17 Pro series is eligible for a 300 yuan discount coupon， bringing the post-coupon price for the iPhone 17 Pro down to 8，699 yuan and the iPhone 17 Pro Max to 9，699 yuan. The availability of these attractive prices， coupled with the coupon， likely contributed to the immediate surge in sales. The official also provides a consumer-friendly installment plan with up to 12 interest-free payments and supports 7-day no-questions-asked returns， further reducing purchase barriers and enhancing consumer confidence.
Tmall data reveals that beyond AirPods 4 and Apple Watch S11， individual items such as the iQOO 15， Nintendo Switch， and Xiaomi 17 Pro Max also surpassed 10 million yuan in transactions within the first hour. The strong performance of these diverse products suggests broad consumer interest across different categories during the initial sales period.
