The 618 Ecommerce Shopping Festival - Mid-Year in China's Retail Calendar

While Singles’ Day (Double 11) usually grabs all the international headlines, China’s 618 Ecommerce Shopping Festival deserves just as much attention, especially if you’re working with brands trying to crack the Chinese market. What began as a birthday celebration for JD.com has grown into a full-blown retail extravaganza that now stretches across the whole ecommerce landscape & is a fixed point in the China marketing calendar.

Where it All Began

JD.com launched the 618 event to mark its founding date, 18th June. The first iteration reportedly took place in 2010 (sources differ, but this is what I remember & what Wikipedia says!), but what’s clear is that it was a direct response to Alibaba’s explosive Singles’ Day campaign. JD was looking for a way to liven up June (a traditionally quiet period for sales) and ended up creating a new fixture on China’s retail calendar.

What started as a simple, one-day promotion soon snowballed. The numbers were strong, so JD kept it going. Fast forward to today, and 618 has become a major mid-year sales event with impact far beyond the one platform.

A Festival in Full Evolution

618 is no longer just JD’s party though, in the same way that Singles Day isn’t restricted to simply Alibaba. It’s now a high-stakes arena where China’s biggest retail players (think Tmall, Taobao, Pinduoduo, Douyin, Kuaishou, even Meituan this time round) compete for consumer attention and market share.

Results and Analysis 2025

The 2025 “618” shopping festival saw significant growth, with a total Gross Merchandise Volume (GMV) reaching 855.6 billion RMB across major e-commerce platforms, representing a year-on-year increase of 15.2%. The festival’s promotion period was notably extended, commencing on May 13th and concluding on June 18th, a week earlier than the previous year for platforms like PDD. JD.com and Tmall specifically reported record-breaking sales, user growth, and gains in various product categories.

Key growth drivers and performance metrics include:

Extended Promotion Period
Simplified Discounts and Direct Price Cuts
Government Subsidies
Enhanced Price Guarantees and Consumer Trust
Innovative Marketing and Merchant Support
Ecological Restructuring and Omnichannel Expansion: The e-commerce industry is in a new phase of ecological restructuring and sustainable market development, driven by evolving consumer preferences.
- Traditional giants like Alibaba (Tmall’s parent company) and JD.com deepened collaborations with social media platforms such as Xiaohongshu and Bilibili to leverage content-driven engagement for transaction conversions.
- China’s instant retail market showed explosive growth, leading traditional e-commerce players to expand into omnichannel ecosystems. Instant retail platforms contributed 29.6 billion RMB in GMV (gross merchandise value), with Meituan Shangou, JD Instant Delivery, and Ele.me being the top three.
Platform Performance: Tmall ranked first in GMV among major e-commerce platforms.
Community Group Buying Performance: Community group-buying platforms, however, showed a “lackluster performance” with total sales of 12.6 billion RMB, a year-on-year decrease of 9.1%.The 2025 “618” shopping festival recorded a Gross Merchandise Volume (GMV) of 855.6 billion RMB across major e-commerce platforms, representing a 15.2% year-on-year increase. JD.com and Tmall, specifically, achieved record-breaking sales and user growth during this extended festival.

Let’s look at those in more concrete detail:

It’s Not Just JD Anymore

The early exclusivity is long gone. Now it’s a multi-platform free-for-all, with each player bringing its own approach to discounts, content, and customer engagement. This fierce competition has pushed platforms to innovate, not just undercut each other on price. Price might have been the main differentiator in the early days, but those times are long gone.

For the first time, Meituan (China’s leading on-demand services platform) has joined the 618 campaign, focusing on ultra-fast 30-minute fulfilment. This marks a shift in the boundaries between food delivery, convenience commerce, and mainstream retail. Xiaohongshu (RedNote) has also refined its approach, moving away from price-based competition to promote a “Friendly Marketplace” model centred on lifestyle discovery and aspirational content.

A Festival that Lasts a Month

What used to be a one-day flash sale now spans four to five weeks. Pre-sales kicked off on 13th May this year, leading into various warm-up events, niche category pushes, and then the final big day on 18th June. The extended window helps brands plan campaigns more strategically, gives consumers more breathing space, and builds momentum around higher-ticket purchases. It also introduced a series of “micro-moments” – including pre-sales, warm-up deals, themed category days, and last-minute flash offers – which helped reduce consumer pressure while at the same time encouraging steady engagement.

From Bargain Bins to Brand Experiences

618, like any other other major ecommerce shopping festival in China, used to be all about who could shout “lowest price” the loudest and past festivals often focused on offering the “lowest prices at any cost.”. That’s shifting. Impossibly complex discount mechanics are giving way to simpler, more transparent offers – think instant savings, cashbacks, and cleaner couponing.

Major e-commerce platforms revamped their promotional strategies to offer more straightforward discounts, prioritising direct price reductions to enhance consumer purchasing incentives and shopping experience.

Tmall, for example, moved away from complex full-reduction deals to a direct “official instant discount” of 15% off a single item, which could be combined with other coupons and live-streaming red envelopes.

At the same time, platforms are investing heavily in creating a more immersive shopping experience as consumer expectations have evolved in the last years. Platforms are prioritising a smoother user experience and aiming to build emotional connections with consumers. JD.com, for example, transformed 618 into a “fun party” through a “2+6 gameplay” concept – two themed concerts and six “surprise days” based on users’ interests rather than product categories. It’s no longer purely about transactions – connection is in the foreground.

Platforms are prioritising a smoother user experience and aiming to build emotional connections with consumers. Celebrity ambassadors and IP collaborations added entertainment value, and the return of large-scale galas (scaled back by many platforms in 2024) is designed to bring back a more playful element and resonate across generations.

Platforms also introduced mechanisms to reinforce trust and prevent price manipulation.

Tmall implemented a lowest-price verification system and extended price protection until July 5.
PDD adopted a “same product, same price” policy for invited brands and required “price difference compensation” guarantees for all 618-labeled products. Sales prices during the event on PDD would not count toward historical lowest-price calculations, offering merchants pricing flexibility post-promotion.

Content is the New Sales Funnel

Chinese consumers, especially the younger crowd, aren’t just scrolling Tmall. Content platforms like RedNote (Xiaohongshu) and Douyin now play a central role in consumers’ shopping journeys, particularly among younger demographics. Product discovery is increasingly happening within these ecosystems. That’s where they’re discovering trends, watching unboxings, and listening to micro-influencers. (& Chinese consumers research far more extensively than average European consumers).

Platforms are responding with deep content-commerce integration. Initiatives like Alibaba’s “Red Cat Plan” and JD.com’s partnerships with RedNote and Bilibili are blending lifestyle content with e-commerce. Livestreaming is also maturing & moving beyond deep discounts and celebrity-driven sales to focus on transparent, value-led storytelling. JD.com, for example, is offering free virtual live anchors to merchants.

Alignment with National Priorities

The 618 shopping festival isn’t just a retail play, but also ties into broader government goals. For instance, this year saw strong alignment with China’s trade-in policy, where consumers are encouraged to replace older appliances with more energy-efficient upgrades (with the help of government subsidies). There’s also a push to help export-focused brands pivot towards domestic sales channels (as a response to ongoing foreign trade challenges) and here the 618 ecommerce shopping festival represents a chance to test the waters. JD.com’s festival theme, “Responsible supply chain”, underlines this shift by highlighting over 1 million products as environmentally friendly.

The deep integration of government subsidies further amplified consumer vitality in China. Local governments intensified subsidy policies, expanding coverage across diverse product categories to meet evolving consumer needs, thereby supporting market upgrading and robust demand. Douyin alone distributed 100 billion yuan (~$14.5 billion) in consumer coupons, with individual subsidies up to 2,280 yuan (~$330).

Supporting the Small Guys

There’s been more obvious noise around helping SMEs this year. Platforms are promising better visibility, more favourable algorithms, and tools to improve sales efficiency. For overseas brands working with small distributors or local shops, that’s worth watching. Through tailored promotional tools and operational assistance, platforms have been aiming to improve return on investment and reduce barriers to participation. JD.com, for instance, is working to lower costs and enhance exposure for smaller merchants.

JD.com introduced a “Trial Festival” to encourage product trials through free giveaways, one-yuan trials, and 6.18 yuan bundles, helping brands build trial user bases. They also offered advertising spend rebates for instant retail merchants.
Douyin leveraged short videos, live streams, its mall, and search functions for shopping, featuring group buys, brand discounts, and outlet deals. Its promotions coincided with holidays like Dragon Boat Festival and Children’s Day, including heritage craft showcases. Douyin also waived commission fees on product cards and boosted advertising incentives for merchants.
Tmall enhanced merchant support with new refund timeout alerts and an “abnormal refund complaint” channel.

Tech Behind the Curtain

AI has stepped firmly into the spotlight, playing a central role in 2025’s festival operations. From recommendation algorithms to AI-generated content, and logistics management powered by large language models tech is driving personalisation and streamlining operations.

JD Logistics is rolling out smarter warehouses and delivery systems, while Taobao is flexing its AI tools for merchant-side growth strategy. The infrastructure powering these sales is every bit as interesting as the front-end experience.

Taobao and Tmall are using AI to personalise product recommendations and generate content, including a tool that converts product images into promotional videos. JD Cloud has deployed large language models (LLMs) to power various aspects of the event and is offering AI-powered marketing tools to merchants free of charge for the first time. JD Logistics is supporting the festival with its largest-ever deployment of robots and intelligent sorting systems to ensure efficient delivery.

Going Global

The 618 shopping festival is no longer just for mainland China. Platforms are leaning into international expansion, offering free global delivery to regions including Southeast Asia, Europe, North America, and Australia. That includes new destinations such as Kazakhstan and Mongolia for Taobao, and Canada, the UK, and the US for JD.com. JD Global Sales has launched an “Overseas Warehouse Semi-Managed” service to help international merchants reach Chinese consumers more efficiently. JD.com’s cross-border venture, Ochama, is now also promoting 618 deals across 24 European countries.

For international brands already on these platforms (or considering entry) this globalisation push could provide an opportunity to piggyback on the traffic and marketing buzz.

So what’s hot in 2025? Which categories made the running?

This year’s 618 Shopping Festival has delivered impressive growth across a range of categories. Government trade-in programmes, smarter platform strategies, and shifting consumer priorities have all played their part.

This year’s 618 feels… muted. It started way back in mid-May, with no real peaks, little buzz, and the kind of discounts that shrink basket sizes rather than drive them up.
Heard anything from your network about 618? Same here — mostly silence.

We’ve been talking to peers across categories and platforms:
Consensus? Sales are slow.
Exception? State-backed categories like small household appliances, thanks to government vouchers.
Michael Simonet

Home Appliances and Electronics

These categories have surged in popularity, thanks largely to China’s trade-in initiative, which incentivises consumers to swap out older items for more premium, energy-efficient upgrades.

On Alibaba’s Taobao and Tmall, sales of items backed by subsidies – particularly electronics and appliances – jumped 283% during the first checkout window (13–26 May) compared to the Singles’ Day opening last year.
JD.com went one better. In the first hour alone, its appliance and electronics sales rose by around 380% year-on-year.
Big-name brands like Apple, Xiaomi, Midea, Huawei, and Haier all surpassed 100 million yuan (approx. US$13.88 million) in just that first hour on both Alibaba and JD’s platforms.
Over 10,000 trending electronic products saw GMV rise more than tenfold. Over 500 appliance and home living brands also recorded GMV growth of the same magnitude – covering everything from gaming laptops and high-end earphones to robots, mobiles, and smart devices.
JD’s European arm, Ochama, is also seeing gains. Electronics sales during its 618 Grand Promotion rose by 245% year-on-year.

Household appliances & electronics category in the 2025 618 ecommerce shopping festival. — Source: Syntun

Home Furnishings and Décor

Chinese consumers are still investing in their homes. Tmall reported double-digit year-on-year growth in home living categories up to 30 May, while JD.com saw over 500 relevant brands post tenfold GMV increases.

Beauty, Skincare, and Fragrance

Demand for beauty – particularly via cross-border channels – has soared.

On JD.com’s cross-border platform, beauty and skincare sales grew more than 30 times during a May sales event.
Over 500 beauty brands saw sales double year-on-year.
Luxury brands like Tiffany, BVLGARI, and Dior posted more than fivefold growth.
Imported fragrance sales also spiked – Versace up over 300%, Penhaligon’s over 200%, and Chanel up 170%. Ochama is offering beauty promotions in Europe as well.

june 18th 618 festival is a key component in the china marketing calendar

Syntun 618 shopping festival results for skincare — Source: Syntun

Pets and Toys

Taobao and Tmall highlighted these segments as breakout stars this year.

More than 1,000 new pet brands joined the 618 shopping festival campaign. Of those, 653 doubled their first-hour sales.
Toys have gone niche and collectible – over 2,000 IPs launched more than 200,000 new items.
On JD Super, cat and dog food saw GMV soar by 422% year-on-year.

Pets were a core category in this event of the china's retail calendar — Source Syntun

Daily Essentials and FMCG

JD Super, JD.com’s grocery and everyday goods division, reported stellar results.

GMV for new products doubled across over 1,000 brands.
Cooking oil sales were up 33 times year-on-year.
Paper products grew tenfold, and feminine hygiene and laundry items each saw threefold increases.

Apparel and Footwear

Fashion is still holding its own. More than 600 clothing and footwear brands on JD.com doubled their year-on-year sales.

Cross-Border and Imported Goods

Cross-border commerce has picked up serious momentum.

Tmall Global reported that 374 imported brands doubled sales in the first hour.
Star export categories include beauty, trainers, baby nappies (diapers), and milk powder.
JD Global Sales said GMV was up ninefold during the first 20 minutes, with jewellery orders increasing 16 times, digital products nearly quadrupling, and home appliances up over threefold.
Wine and Japanese sake are also proving popular among Chinese consumers, while JD Super continues expanding its imported meat partnerships.

Food and Beverages

Ochama is pushing food and beverage deals in Europe, while JD Super’s global meat import initiatives are strengthening this segment on the domestic side.

When shopping festivals like 618 do more to damage your brand than help it . Here’s what happened to LA MER and Helena Rubinstein

While both brands remained top performers in the high-end beauty segment in terms of sales, their reputations took a hit

They adopted similar strategies that combined influencer marketing with bundled promotions – pretty standard
But here’s what went wrong…

😖 Helena Rubinstein faced backlash after a system glitch led to its Black Bandage Cream being mistakenly sold at half price. The brand canceled orders and offered red envelope compensation, sparking accusations of arrogance and poor customer care.

😖 La Mer drew criticism for shipping high-priced creams in minimal, eco-friendly packaging that lacked the expected luxury experience, leaving customers disappointed.

What (beauty brands) need to remember about shopping festivals:

Frequent order cancellations, inconsistent pricing, and diminished customer experience during key promotional periods are undermining consumer trust in high-end brands.

The mix of duty-free price wars, group-buying chaos, and discount-driven sales has diluted brand equity, making it harder for luxury brands to maintain a premium image.

The rise of medical aesthetics, a shift in consumer values toward rational spending, and the popularity of high-performance local brands have further compressed the market space for traditional prestige beauty players.

At large, as with LA MER and HR, there seems to be a growing disconnect between luxury positioning and actual customer experience…
Olivia Plotnik

The 618 Ecommerce Shopping Festival Still Matters

Across the board, these results reflect more than just aggressive discounting, although that certainly played a part. E-commerce platforms have refined their strategies – focusing on customer experience, emotional engagement, smarter tech, and better integration with content. It’s not just about shifting stock anymore. It’s about building relevance and connection with consumers across channels and borders.

Brands that have invested in brand visibility and actual social ecommerce infrastructure (not just a whole bunch of KOLs who can be discredited on a whim) will see much better results. Investing in Douying and Xiaohongshu (Rednote) visibility is important. Consistent brand building work to be visible throughout the year and a smart ROI focused social-commerce strategy are necessary if you want to keep your brand moving forward and to leverage this kind of shopping festival.

618 has matured into more than just a discount fest. It’s now a bellwether for China’s broader consumer confidence, digital retail innovation, and cross-border commerce. For companies targeting Chinese consumers, or working with distributors who do, it offers a rich insight into evolving shopper behaviour, platform strategy, and government alignment.

In short: if you’re not paying attention to 618, you’re missing part of the picture & a key building block of the China marketing calendar. You don’t have to join any races to the bottom of the margin ladder, but to play a smart game of engaging your ideal clients.

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