Over 80 brands, including Apple, Estée Lauder, L’Oréal, Nike, and Lululemon, achieved sales of over 100 million yuan (USD 14 million) in the first hour following the launch of this year’s Tmall Double 11 at 8 p.m. on Monday, the Chinese e-commerce platform reported today.

In less than two hours, Apple’s iPhone sales revenue already surpassed the total for the entire first day of last year’s shopping festival.