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These brands hit the jackpot on Singles' Day

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ChinaFoto Press | Getty Images

Alibaba had a blowout Singles' Day, racking up a record $9.3 billion in sales over the 24-hour period, as consumers flocked to the e-commerce giant to snap up bargains on big-ticket items from electronics to furniture.

The top 5 brands, ranked by gross merchandise volume, were budget smartphone manufacturer Xiaomi, followed by telecommunications hardware and phone maker Huawei, consumer electronics and home appliances company Haier, furniture retailer Linshimuye and Japanese apparel retailer Uniqlo, an Alibaba spokesperson told CNBC via email on Wednesday.

Top 5 ranking reflects "the growing pride Chinese consumers have in their homegrown brands", said Shaun Rein, founder and managing director of the China Market Research Group. "That's why they are buying brands like Xiaomi and Haier."


Xiaomi, the leading brand, saw total orders of $254 million, with total smartphone sales volume of 1.16 million, vice president Hugo Barra said on Twitter.

Uniqlo was the only foreign brand to make the top five.

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"Uniqlo is one of the hottest brands in China now because they make clothing and [have a] marketing campaign that fit the aspirations of Chinese consumers unlike Louis Vuitton with their blond hair, blue eyed models," said Rein, who is also the author of 'The End of Copy Cat China: the Rise of Creativity, Innovation and Individualism in Asia.' Many Chinese consumers are unaware that the brand originates in Japan, he said.

Alibaba on Wednesday revealed that the Singles' Day sale saw over 1.2 million large home appliances, 3 million lighting products, 200,000 bottles of laundry detergent and 50,000 new cars sold.

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"Those categories are very popular in China," said Rein.

White goods makers tend to engage in aggressive marketing campaigns for Singles' Day, he said. Discounted laundry detergent, meanwhile, is a popular item as Chinese consumers prefer to have it delivered rather than carting it home. Finally, online car shopping is booming, he said, because consumers know what they are getting when they order one.