This year's 618 shopping festival witnessed fierce competition among e-commerce platforms. Both brands and platforms aimed to generate momentum in the first major shopping festival following the easing of the pandemic and recovery of consumer spending. Major e-commerce platforms streamlined their promotion rules and offered increased subsidies in an effort to entice consumers with competitive prices.
According to sales data released by third-party data agencies, comprehensive e-commerce platforms continued to dominate the e-commerce market, demonstrating consistent growth in GMV. Livestreaming e-commerce platforms experienced a slight deceleration in their growth rate, transitioning from doubling to over 20%, but they still maintained their position as the fastest-growing platform type.
To gain insight into this year's 618 Shopping Festival, let's take a look at this report which covers:
Part 1 Sales Data
Performance of Comprehensive E-commerce Platforms
Performance of Livestreaming E-commerce Platforms
Part 2 Douyin Analysis
Douyin 618 Shopping Festival Overview
Part 3 Consumption Trends
Enhanced Health Awareness
Efficacy-driven Beauty Consumption
Strong Momentum of Livestreaming E-commerce
Priority of Demand over Discounts
Rise of Chinese Brands
Diversified Offline Campaigns
Selections from the report