The figures help shine light on the rapid growth of Xiaomi which has risen to become the world's No.3 smartphone maker and is challenging big brands like Apple and Samsung.
The shopping day, similar to Cyber Monday and Black Friday in the US, comes less than eight weeks after Alibaba's record $25 billion public share listing in New York.
China is now looking to help its domestic industry catch up with imported systems such as Microsoft's Windows and Google's mobile operating system Android.
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