Alibaba (BABA) just broke its own sales record on Singles Day.

今年的雙11節阿里巴巴又再次打破了自己的銷售紀錄。

The world’s largest shopping holiday on November 11, hit a new record of RMB 213.5 billion ($30.8 billion) in gross merchandise value (GMV). Despite the impressive record, in its tenth year, Singles Day is expanding at a slower pace. Sales this year grew 27%, compared to 39% in 2017 and 32% in 2016.

11月11日這個世界上最大型的購物節日，突破了兩千一百三十五億人民幣(三百零八億美金)的網路成交金額，再次完成了新的紀錄。但這驚奇紀錄的背後，卻說明了雙十一節在這第十年的成長率已逐漸趨緩，比照去年的39%及前年的32%，今年的成長率為27%。

Shoppers ordered over 1 billion packages within 24 hours from 180,000 brands on Alibaba’s retail platform, including online marketplace Tmall, Taobao, AliExpress and lazada, its investment in Southeast Asia. This shows robust consumer demand despite concerns about China’s economic growth slowdown.

阿里巴巴的消費者在二十四小時內從18萬種品牌中訂購了超過十億個包裹，包括旗下的各個線上平台及東南亞之據點，盡管中國的經濟成長已逐漸趨緩，仍然展現出中國強大的消費需求。

The sales results dwarfed holiday shopping spending in the U.S., where people spent $14.5 billion online during Thanksgiving, Black Friday and Cyber Monday in 2017, according to software company Adobe. Online sales this year for the three-day holiday is expected to be $23.4 billion.

相較於中國的消費力，2017年美國三大線上購物節日的總成交金額為一百四十五億美金，且根據杜比公司的計算，今年三大線上購物節日的銷售期望值為兩百三十四億美金。

Digital savvy young consumers are fueling the growth of Singles Day. Forty-six percent of the shoppers are young millennials, known as the post-1990s generation in China (people born between 1990-1999). While the platform sees a deceleration in home appliance and cellphone sales, Alibaba CEO Daniel Zhang said the demand for makeup and wellness products is surging, showing consumption upgrade trends.

精算的年輕消費者正驅使雙十一節的成長，根據統計有46%的消費者屬於九零後的千喜年世代。雖然該平台看到家電和手機銷售減速，但阿里巴巴首席執行官張勇表示，消費者對化妝品和保健產品的需求提升，顯示新的消費趨勢。

The already whopping GMV number doesn’t include any offline sales, one of Alibaba’s focus on its new retail strategy. Within Alibaba’s ecosystem, Easyhome, China’s second-largest home-improvement supplies and furniture chain welcomed exciting shoppers lining up outside when it opened its doors at 12 am (shown in the video). Food delivery app Ele.me also saw orders increased by 114% in the first 9 hours of this year’s Singles Day.

這些巨大的銷售數字不包含任何線下的銷售業績，阿里巴巴旗下的Easyhome，目前中國第二大的家具銷售商，在中午十二點開門以前已經大排長龍。且美食外送的APP平台餓了嗎在雙十一節前九個小時前暴增了114%的業績。

“Chinese consumers’ wealth and enthusiasm for online shopping continue to advance,” Jeff Towson, who teaches investment at Peking University, told Yahoo Finance. China’s government has been making efforts to grow the second-largest economy in the world by stimulating domestic consumption. It just hosted the first International Import Expo last week, in an effort to lure foreign companies access to a growing middle class in China, about 500 million people.

北京大學教授傑佛瑞·托森向雅虎財金表示，中國消費者對於網路購物的熱情與財富正持續擴大。中國政府一直在努力通過刺激國內消費來發展成世界第二大經濟體，且上周剛舉辦了國際商業博覽會來吸引外商進駐來幫助中國國內約五億人口的中產階級。

Other online retailers in China have shared in Alibaba’s Singles Day profits, too. JD.com (JD), China’s second-largest e-commerce platform, recorded RMB 159.8 billion ($22.9 billion) during its Singles Day sale from November 1 to 11.

阿里巴巴在雙十一節的帶動下也促使了其他網路零售平台業績提升，中國第二大電商平台京東在十一月一日至十一日也達到一千五百九十八億人民幣(兩百二十九億美金)

Krystal Hu covers tech and economy at Yahoo Finance.  Write to Krystal at krystalh@yahoofinance.com or follow her on Twitter.