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2021 China's 618 Shopping Festival Report
BY Shine HuYe ChenJun 24, 2021
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618 (i.e., June 18) is the second-largest e-commerce shopping festival in China after the Double 11 (i.e., November 11). This year, besides traditional e-commerce players represented by Tmall and JD, Douyin and Kuaishou, the top2 short video platforms, also joined the game.

Since late May, China's consumers have been bombarded by various online promotions, which promise to provide them with discounts worth billions of yuan. Let’s have a look at this year’s 618 shopping report, in which, you are able to find:

  • Overall performance: GMV, platforms, CBEC performance and live-streaming e-commerce

  • 4 highlights

  • Sales ranking and analysis:Food (Health food, Infant formula, Children’s milk powder, Baby nutrition & food, Pet food) , Beauty & Care (Skincare, Makeup, Perfume, Personal care, Male care, Beauty device)

  • 3 implications beyond sales

Selections from the report

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Shine Hu
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Ye Chen
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