The 618 shopping festival is the largest mid-year promotion in China and comes second in importance after Double 11 (Single’s Day).
In 2009, the 618 festival was launched by online retail giant JD.com in celebration of its anniversary. Sales surpassed $4.5M, with over 45,000 orders placed on the inaugural festival. Soon after, e-commerce rival Taobao launched its own annual 618 campaign.
For this year’s 618 festival, JD.com recorded a record-breaking total transaction volume above $53B, which was 4.3 times that of the same period the year prior. Tmall sales data showed that sales in the first hour of the festival represented a year-on-year increase of 100 per-cent.
This year, thousands of brands participated in the annual 618 festival. The festival has evolved from a single-day JD.com-only promotion to a universal e-commerce sales period lasting weeks. In this report, we highlight the five best-performing 618 campaigns launched by global beauty brands.