China Wool Week and Double 11: what record online sales mean for Australian woolgrowers

The latest results from China’s biggest online retail events – Tmall Wool Week and the Double 11 shopping period – provide a clear snapshot of how Merino wool is performing in a market that remains central to Australia’s wool industry. 

As of December 2025, the combined campaign outcomes point to one key message for woolgrowers: when wool is clearly differentiated and easy to buy, consumers choose it – and they do so at scale. 

Above: Woolmark’s Tmall landing page brought together participating brands and Merino products in one destination, converting campaign visibility into measurable sales during China’s peak online retail events.

Wool Week: strong sales in a competitive market 

Tmall Wool Week ran from 23–25 September 2026, marking the seventh consecutive year of partnership between Woolmark and Tmall, part of the Alibaba ecosystem. 

The campaign achieved a 28 per cent year-on-year increase in wool sales (GMV) alongside more than 1.5 billion impressions across paid and organic channels. More than 5,000 brands and merchants participated, continuing a steady upward trend in brand engagement. 

For woolgrowers, these numbers matter. They demonstrate that wool is not being pushed aside by cheaper alternatives – it is holding its position as a preferred fibre, even in a price-conscious retail environment. 

Conversion confirms real demand 

While reach and impressions attract attention, conversion is the measure that counts for demand. 

During the 2025 Wool Week campaign, 93 per cent of visitors to the Wool Pavilion went on to purchase wool products, up from 89 per cent in 2024. In addition, 76 per cent of purchases were made directly through Tmall and Taobao, reinforcing the role these platforms now play in how wool is discovered and bought in China. 

For woolgrowers, strong conversion signals confidence. It gives brands the reassurance to continue sourcing wool, backing new collections and maintaining longer-term commitments to Australian fibre. 

Scale that supports relevance

The campaign delivered reach at a level unmatched by traditional retail: 

• 300 million Wool Pavilion page views, up 12 per cent year-on-year 
• 6.8 million video views, aimed at younger, digitally native consumers 
• 33 million social impressions driven by campaign ambassador Ouyang Nana, a sustainability and fashion advocate 

For growers, this scale matters because it keeps wool visible and relevant in everyday purchasing decisions – not as a niche fibre, but as a mainstream choice across fashion, lifestyle and performance categories. 

Sustainability is influencing buying decisions 

Post-campaign insights highlighted a clear trend: 83 per cent of surveyed consumers cited environmental performance as a key factor in their purchasing decisions. 

The campaign also delivered measurable uplifts in awareness and intent: 

• Merino wool awareness increased 11 per cent 
• Woolmark awareness increased 5 per cent 
• Purchase intent increased 12 per cent for Merino and 15 per cent for Woolmark-certified products 

These outcomes align closely with what Australian woolgrowers invest in on farm   responsible land management, animal care and natural fibre production – and show those credentials are being recognised when clearly communicated. 

Clearer differentiation through Woolmark Select 

A notable development in the 2025 campaign was the introduction of a “Woolmark Select” page within the Wool Pavilion. This curated destination directed consumers to Woolmark-licensed brands and products that had been tested and certified. 

From a grower perspective, this is a critical step. Clear differentiation between Merino wool and generic “wool” helps protect the fibre’s premium position and reduces the risk of wool’s reputation being diluted in crowded online marketplaces. 

Double 11: wool performs during China’s biggest shopping period 

Double 11 – now an extended shopping season rather than a single day – ran from mid-October through to 11 November. 

Within this environment, Woolmark partnered with 11 brand licensees across womenswear and menswear, supported by 11 key opinion leaders (KOLs) to streamline discovery and conversion. 

Across the Double 11 period, participating brands reported: 

• AUD $229 million in wool sales (GMV) 
• 1.12 million wool units sold, up72 per cent year-on-year increase 
• 17 per cent growth in wool GMV compared with the previous autumn/winter period 

Wool coats and knitted base-layers were standout performers. Some brands also reported growing interest in machine-washable and more affordable wool products, reflecting a broader shift toward value driven purchasing rather than impulse discount buying.

The increase in units sold suggests wool remained competitive and attractive to consumers seeking quality and performance at a reasonable price.

Above: Premium Merino knitwear featured during China Wool Week — reinforcing Australian wool’s position as a preferred fibre in one of the world’s most competitive retail markets.

What this means back on farm

Marketing campaigns do not set wool prices. However, sustained retail demand plays a critical role in maintaining confidence and competition throughout the supply chain.

The results from Tmall Wool Week and Double 11 indicate that:

• Consumers are buying wool at scale
• Brands are investing in wool programs and promotion
• Wool’s sustainability and quality credentials are influencing purchasing decisions

For woolgrowers, this demand stability supports processor throughput, exporter confidence and ongoing brand commitment to Australian wool.

A measured view

It is important to note that sales outcomes cannot be attributed solely to marketing activity. Seasonal demand patterns, platform-wide promotions and broader consumer confidence also influence results.

That said, the consistency of year-on-year growth, improving conversion rates and expanding brand participation provide confidence that underlying demand for Merino wool remains strong.

Building long-term demand

Digital platforms such as Tmall and Taobao now sit at the centre of China’s retail ecosystem. Continued investment in these channels reflects a long-term strategy to ensure wool remains visible, differentiated and easy to buy where consumers are shopping.

For Australian woolgrowers, the 2025 results reinforce a simple truth: when Merino wool is clearly positioned and trusted, consumers choose it – and that choice underpins the long-term value of the clip produced on farm.

This article appeared in Issue 105 of AWI’s Beyond the Bale magazine that was published in March 2026. Reproduction of the article is encouraged and should be attributed as follows: This article was first published in Issue 105 of AWI’s Beyond the Bale magazine.