Nearly 92 percent of consumers are satisfied with products purchased during China’s annual online shopping festival on Nov. 11, and the refund rate was lower than that on e-commerce platforms in developed countries, according to Alibaba’s Tmall, Beijing Youth Daily reported on Nov. 24.

The refund rate during the shopping festival was 6.1 percent, less than one third of that on the e-commerce platforms in developed countries, which average around 15 to 20 percent.

In addition, many brands launched new products according to consumers’ needs, which contributed much to consumption upgrade during the shopping festival.

For example, brands including the Council of Fashion Designers of America and Victoria’s Secret sold their products on Tmall during the shopping festival.

Beauty and consumer brands even launched customized products and services to attract Chinese consumers.