China’s Mid-Year 618 Sales Event: Imported Goods Rise in Popularity
Published 23 June 2023
Sarah Xuan
The 618 sales event, often called the “618 Mid-Year Shopping Festival” is a major shopping event in China held around June 18 every year, similar to Black Friday in the United States. Initially launched by JD.com to celebrate its anniversary, the 618 event has evolved into a nationwide shopping frenzy, drawing participation from numerous e-commerce platforms and consumers. Besides JD.com, significant platforms like Tmall, Taobao, Pinduoduo, and Suning also join the festivities. During the 618 event, these platforms and merchants offer substantial discounts, cash-back deals, coupons, and flash sales to attract consumers, with many brands and products available at their lowest prices of the year.
On June 19, 2024, the “618 Mid-Year Shopping Festival” concluded. Preliminary data indicates that within the first four hours, sales on JD.com surged more than fivefold year-on-year for over 10,000 brands, including overseas brands. On Tmall, 1,497 imported brands doubled sales in the first four hours, including 342 new brands. Tmall Global reported that Nintendo’s sales surpassed RMB 120 million within four hours.
Additionally, imported alcoholic beverages showed a significant growth trend this year. Within one hour of the event starting, sales of the French brand Remy Martin increased 30 times compared to the same period last year, and Chateau La Tour Carnet’s sales grew 20 times. Australian brand Penfolds saw a 400% increase in sales within four hours. On Tmall Global, sales of liqueurs and fruit wines quadrupled compared to last year, while imported digital cameras saw overall sales double, with Japanese brand Olympus achieving an eightfold increase. Sales of imported music CDs and DVDs grew by 248%.
Sports products remain a key theme in the consumption of imported goods. Hiking, cycling, and water sports were the three emerging trends in Tmall Global’s outdoor sports category. Within four hours, sales of imported bicycle accessories increased by 688% year-on-year, and swim goggles sales grew by 1,058%. Lululemon, Onitsuka Tiger, New Balance, ARC’TERYX, and Osprey were among the fastest-growing imported sports brands.
Health and beauty brands continued to perform strongly. Anti-aging and nutritional supplements were the fastest-growing health segments on Tmall Global, with fish oil and krill oil products leading the growth. Within four hours on the evening of May 20, fish oil sales exceeded RMB 53.31 million, up 162% year-on-year. The Belgian health brand WHC prepared over 650,000 units of high-purity fish oil for the 618 events, and its sales grew by 342% within four hours. Nineteen overseas brands achieved sales of over RMB 10 million RMB within four hours, including three beauty brands. The Thai brand Mistine had the highest sales, with brands like Nivea, La Roche-Posay, and SkinCeuticals all seeing their sales increase tenfold.
New imported brands also had a successful start to the Tmall 618 event. For example, the French skincare brand CibleSkin, which focuses on high-end medical anti-aging products, saw its sales enter the top ten in the imported beauty sector, with a twentyfold increase compared to last year.
The 618 sales event in 2024 once again underscored its significance as China’s annual shopping extravaganza. The event showcased the robust purchasing power of domestic consumers and highlighted the vast market potential for imported goods. The diverse promotional strategies of major e-commerce platforms attracted numerous domestic and international brands, resulting in impressive sales achievements. Imported goods performed exceptionally well across various categories, especially in alcoholic beverages, digital cameras, sports equipment, and health supplements, demonstrating remarkable growth. The 618 event not only enhanced brand recognition and sales but also solidified its status in the minds of consumers. From an economic perspective, the success of the 618 sales event reflects China’s robust economic recovery and the vitality of its consumer market. The massive sales figures demonstrate consumer purchasing power and confidence and indicate a growing demand in China for high-quality imported goods. As domestic consumption patterns upgrade and international brands continue to enter the market, China’s economy will play an increasingly important role in the global market, driving international trade and economic development. The 618 Mid-Year Shopping Festival is not just a shopping spree but also a testament to China’s ongoing economic growth and openness.