Variety on offer

This year, a vast array of items was on shoppers' lists, such as skateboards, outdoor power tools, toys, prepared meals, coffee and alcoholic drinks.

Cao Lei, director of e-commerce at the Internet Economy Institute, a consultancy, said, "Nov 11 is increasingly becoming a retail encyclopedia and a compass, providing a clue to the latest and bite-size consumer insights. Interest in individualistic, original designs is quickly gaining momentum."

This momentum is producing opportunities for small- and-medium-sized companies in the customer-to-manufacturing market.

Gu Liang, founder of Warm Studio, a Chinese designer handbag brand, said, "We estimate sales of 70,000 bags during this year's festival, tripling last year's record." This estimate included presales that started on Oct 20, Gu added.

"Rising orders are also helping our manufacturing partners. We've mobilized some 1,000 workers and about two-thirds of production capacity to meet orders generated from the festival on Alibaba," Gu said.