Listen to this articleThe 618 Shopping Festival is one of the largest online shopping events in China. It takes place annually on June 18th and the weeks surrounding that date. The festival was created by JD.com, one of China’s largest e-commerce companies, to celebrate its anniversary. It has since become a nationwide shopping bonanza involving many e-commerce platforms and retailers.
JD.com launched the 618 Shopping Festival in 2010 to mark June 18th, the date of its establishment. During the festival, JD.com offers huge discounts and promotions across its product range. Over the years, the festival has grown tremendously in scale and influence. It is now the second largest shopping festival in China after Alibaba’s Singles Day.
The 618 Shopping Festival incorporates various themed periods in the weeks leading up to June 18th. There are promotions for brands, flash sales, coupons, and special offers for loyal customers. On the day of June 18th, the deepest discounts and the most attractive promotions will be released. Many limited-time offers also stimulate impulse purchases.
All major product categories are featured during the 618 Shopping Festival – from electronics to cosmetics, home appliances to groceries. Discounts often range from 50-90% off the retail prices. Millions of merchandise are sold at a massive scale during the festival period. Apart from JD.com, many other e-commerce platforms and physical retailers have also joined in to boost sales, including Tmall, Suning, Walmart, etc.
In 2020, the total sales for the 618 Shopping Festival reached 269 billion RMB. Despite the impact of COVID-19, sales still recorded a modest increase from the previous year, demonstrating the shopping event’s prominence and vitality. The festival has fueled China’s consumption growth and is a testimony to the rising power of e-commerce.
For consumers, the 618 Shopping Festival is an annual occasion to land great bargains and enjoy the thrill of shopping. People can easily get caught up in the atmosphere of excitement and make impulse buys. For retailers, especially e-commerce companies, the shopping festival is a perfect opportunity to clear excess inventory, increase cash flow and attract new customers through promotions and discounts.
The 618 Shopping Festival has become one of the biggest retail events in China that drives consumption and benefits both consumers and businesses. It is a showcase of China’s immense potential in e-commerce and the digital economy. As one of the world’s largest emerging consumer markets, shopping festivals such as 618 will continue to thrive and transform commerce in China.
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