11.11 was a major sales event for Chinese and international e-sellers that took place (accordingly enough) on November 11. Xiaomi has reportedly had a marked success for the day, making US$747 million by the end of the promotional period. It was also the most popular brand in various price brackets.
https://www.notebookcheck.net/Xiaomi-closed-11-11-event-with-US-747-million-in-sales.361071.0.html