Online shopping festivals in China attract consumers worldwide with their convenience and attractive deals. Kristen Hayden, an American working in Guangzhou, enjoys browsing Chinese e-commerce platforms like Taobao on her sofa. She finds the midyear “618” promotions exciting, allowing her to purchase desired items like an air conditioner and outdoor sporting goods at significant discounts, sometimes saving around 20% with coupons.
This year’s “618” shopping carnival, which started in mid-May and peaked on June 18, attracted a huge number of domestic and overseas consumers. Data from major platforms shows strong early results: within the first hour of this year’s event, sales for 43 brands surpassed 100 million yuan, and over 13,000 brands doubled their sales quickly. Sales of popular electronic devices like gaming laptops and high-end earphones increased dramatically. Home appliances, mobile phones, and digital products involved in the consumer goods trade-in program saw a huge rise in turnover compared to previous events. Appliances, home furnishings, and electronic gadgets all reported double-digit sales growth. Leading brands such as Huawei, Xiaomi, Midea, and Haier achieved very high sales volumes rapidly.
The Chinese government prioritizes boosting consumption and expanding domestic demand. Updated measures for the consumer goods trade-in program include increased funding and wider government subsidies for categories like smartphones, tablets, and smartwatches. Experts explain that this program reduces costs for consumers buying higher quality products and improves the service quality of e-commerce platforms. It also supports the development of related industries, including product recycling. Simplified promotional methods during “618” aim to enhance the shopping experience, as consumers value both product quality and value for money.
To attract global buyers, e-commerce platforms expanded their services internationally. Taobao offered free shipping to consumers in 12 countries and regions, including new additions like Kazakhstan and Mongolia, for orders reaching a set amount. Overseas shoppers enjoyed discounts similar to domestic buyers and convenient return services. JD also provided free shipping promotions across 17 markets, optimizing its logistics network covering 37 countries and regions, significantly reducing shipping costs in Southeast Asia. These efforts not only let overseas consumers enjoy high-quality and cost-effective China-made goods but also strengthen the influence of Chinese brands in the international market.
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