At 8:00 p.m. on October 31, the first sale of Tmall's Double 11 was officially opened. According to official data, 102 brands sold for over 100 million yuan in one hour. Among the 102 brands with a turnover of more than 100 million in the first hour, Chinese brands accounted for more than half, becoming a highlight of Tmall's Double 11 this year. The first hour turnover of domestic brands such as Heilu, Noke, Mugaodi, Senbao, Weiji and Jiaqi exceeded that of the whole day on November 1 last year. The building block brand did not reach the goal, and it only took 10 minutes to achieve the turnover exceeding the full cycle of last year's Double 11. In terms of live broadcast, in the first hour of Tmall's Double 11 launch, Taobao Live broadcast increased by 600% year on year, and the waist anchor's trading volume increased by 250% year on year. Previous data showed that Taobao added more than 500000 new anchors in the past year. In the first two months of Tmall Global's Double 11, more than 100 live broadcasting institutions settled on Taobao. The person in charge of Tmall's Double 11 said that he hoped that through Tmall's Double 11, the digital economy would better serve the development of the real economy. (Liu Xinshe)