618 Shopping Festival, happening every year on June 18th, is the second biggest shopping festival in China after Single’s Day. First launched by JD.com in 2003 to commemorate the company’s launch and give back to consumers for their loyalty to the platform, this year 618 celebrates the 18th edition. It is now a mid-year shopping festival observed by all major e-commerce platforms and retailers, as well as by offline stores.
The official promotion of 618 ended today, after several weeks of Chinese users being bombarded with JD.com’s online offers. Promotions were also active at all of the company’s offline stores, and partners’ stores and restaurants.
In 2020, amid Covid-19, JD.com broke new records, with 269.2 billion RMB of orders during the shopping festival, and a total GMV grown up to 33% YOY, compared to 2019 edition.
This year, 618 pre-sales started on May 21st, when JD.com held the kickoff event for its 618 Grand Promotion. Awards were presented to the 10 Best International Brands across different categories: Swisse, Royal Canin, Apple, Dyson, Danone, Lego, Nestlé, SK-II, Lancôme and Panasonic.
The awards issued represent the importance of the JD platform in bringing leading international brands to China with an efficient service. In fact, thanks to its digitalization, JD’s open supply chain platform is able to deliver products to customers as quickly as possible with the help of AI and big data analysis.
The focus of this year’s edition has been on live streaming, short videos, graphics and quiz. JD.com invited more than 300 celebrities from nearly 600 brand partners to participate to the festival through live streaming. More than 1.000 professional buyers or KOLs from different categories created short-videos to promote their favorite products and drive more traffic to JD platform.
In this edition that has just ended, 20 million JD employees across the entire supply chain have been involved. The e-commerce platform helped 230 brands achieve over 100 million RMB ($15.6 million) in sales and 12.000 SMEs double their transactions. Over 4.800 brands on JD.com saw at least a 500% jump in transaction volume only on June 1st, compared to the same day last year.
JD top competitors for 618 included Tmall, Kuaishou, Pinduoduo, Meituan and Douyin.
Over 250.000 brands took part to this year’s Tmall 618 (an increase of 250% from last year), offering huge discounts on 13 million products.
Among them, 6800 “new” brands made their debut on the platform with 1.4 million products.
This year for the first time also saw Douyin officially involved in the so-called “Douyin 618 Goods Festival” (抖音618好物节).
To increase users’ engagement and bring entertainment for the event, Douyin launched a game called “The Interaction City”. The game was mainly about completing tasks to be rewarded with discounts to buy specific products.
The short-video app also supported three kinds of livestream during the 618 Shopping Festival: KOLs, brands, and featured livestreams (about different topics and festivals occurred during the shopping festivals, such as Children’s Day and the Dragon Boat Festival).
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