Remtulla's company reaped gains from its first Nov 11 event last year, securing two months' worth of sales in 24 hours.

"It really sets you up for the next year," he said. "A successful Double 11 allows us to reinvest in the business, and to learn from our customers in China about what they love and what they are looking for."

Cao Lei, director of the China E-Commerce Research Center, said the history of Nov 11 indicates that this year's sales peak will be next year's "new norm".

"Brisk sales generated on Nov 11 have reflected the dynamism and resilience of the Chinese economy. The event itself is the best demonstration of the upgrade in consumption, branding, supply chain and even manufacturing," he said.

Chu Yin, a professor at the University of International Relations in Beijing, said that in echoing the country's opening-up policy and import strategy at a commercial level, the 2018 shopping gala was set to become a natural online extension of this month's China International Import Expo, serving as a indicator of the latest global business practices.