🇨🇳How does China mark Shopping Festivals?

双十一

Local date

November 11, 2026

Double Eleven falls on 11 November. Retailers invented it in 2009; the regulator now writes to them about it every year. The State Administration for Market Regulation sends the major platforms a compliance notice on concentrated online promotions for Double Eleven; the one published on 10 November 2025 runs to six headings: enforcing the platform's own responsibilities; regulating promotional conduct, where forced exclusivity between platforms and price discrimination against loyal customers are both named and forbidden; regulating pricing conduct, where raising a price before discounting it and making false comparisons are forbidden; regulating livestream selling; tightening advertising review; and resolving consumer disputes, including seven-day no-reason returns. The binding instrument behind the notice is the Interim Provisions on Regulating Promotional Conduct, SAMR Order No. 32, promulgated on 29 October 2020 and in force from 1 December 2020. Article 21 requires a discount to state the price it is measured from; where it does not, the reference is fixed by law as the lowest transaction price the same seller charged at the same place during the seven days before the promotion, or the last transaction price if there were no sales in those seven days. Returns come from Article 25 of the Consumer Rights Protection Law and the Interim Measures on Seven-Day No-Reason Returns for Online Purchases: seven days from receipt, with only four exceptions — made to order, perishable, downloaded or unsealed digital goods, and delivered newspapers and periodicals. Of the seven markets, only China puts a number of days into the definition of a discount.