The Tmall Double 11 event officially started. Within the first hour of pre-sale in the sports and outdoor industry, six brands exceeded 0.1 billion yuan in transaction volume, with 32 hot-selling items generating over 10 million yuan in sales.

The sports and outdoor brands are experiencing explosive growth. Among them, 44 brands including KOLON SPORT, TREK, and Pathfinder all surpassed last year's first-day performance in pre-sales. The star product Adidas' 600 down jacket broke the billion yuan mark upon its release.

The overall performance of cycling brands is particularly outstanding, with sales across all categories increasing by over 40%, and complete bicycle sales increasing by over 80%. The pre-sale transaction volume of road bicycle brand TREK increased by more than 13 times in the first hour, while the professional cycling apparel brand Rapha took the lead in scale and growth rate in the cycling clothing and equipment category.

In addition, global brands have successively set up shop on Tmall before Double 11, with over 1,700 overseas merchants opening stores on Tmall International for the first time in mainland China.