US EditionRecord Sales Amidst Waning Excitement: China's 618 Festival Results
- China's 618 shopping festival concluded on June 19, 2025, with record-breaking sales across major e-commerce platforms including JD.com and Tmall.
- The festival extended over multiple weeks and was fueled by a nationwide trade-in initiative supported by substantial government financial aid alongside promotional offers from e-commerce platforms, aimed at stimulating durable goods purchases.
- Key trends included a surge in instant retail bridging online and offline channels, AI-powered marketing tools generating over 1.5 million promotional videos, and strong growth in mobile device and home appliance sales.
- During the "618" shopping festival, JD.com's total orders surpassed 2.2 billion across its platforms, with the customer base more than doubling compared to the previous year. Meanwhile, Tmall featured 453 brands each achieving sales above 100 million yuan, and JD.com increased its application of AI technology by 130 percent year over year.
- Despite these successes, analysts and consumers noted that extended promotions dilute urgency, causing waning consumer enthusiasm, which poses challenges for sustaining future spending growth.
14 Articles
14 Articles
Record Sales Amidst Waning Excitement: China's 618 Festival Results
China's 618 shopping festival set a record with 855.6 billion yuan in sales, despite decreased daily spending. The extended sales period and consumer subsidies helped boost overall GMV. However, consumer enthusiasm for such events has waned, with year-round discounts diluting excitement and impacting retail trends.
China's 618 shopping festival posts strong sales growth, highlighting consumption vitality
As China’s 618 mid-year shopping festival nears its end, data from major e-commerce platforms on Thursday revealed a surge in consumer activity, with significant growth in online sales and a notable shift toward artificial intelligence (AI)-related products.
China's 618 festival sees record sales, driven by trade-ins, AI marketing
Ushering in the summer shopping season at full speed, China's "618" shopping festival – originally launched around June 18 but now spanning several weeks – has underscored a broader shift towards upgraded, quality-driven consumption.
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