618 Shopping Festival 2025
🇨🇳 🇸🇬 🇲🇾 🇹🇭 🇻🇳 🇮🇩 🇵🇭 🇯🇵 🇰🇷 June 18, 2025
Best Platforms
The 618 Shopping Festival, initiated by JD.com in 2010, is China's second-largest e-commerce event after Singles' Day. Celebrated on June 18th, it has expanded from JD's anniversary sale to a mid-year shopping extravaganza across all major platforms including Tmall, Taobao, and Pinduoduo. The 2023 edition generated over $58 billion in GMV across platforms, making it one of the largest shopping events globally.
Frequently Asked Questions
How does 618 compare to Singles' Day?
618 is China's second-largest shopping event, generating approximately 60-70% of Singles' Day's total GMV. While 11.11 is larger in absolute terms, 618 serves a different strategic purpose as a mid-year event focused on summer products and inventory clearance. Both events share similar mechanics including pre-sales, live-streaming, and coupon stacking.
Can international brands participate in 618?
Yes, international brands participate through Tmall Global, JD Worldwide, and cross-border platforms. Major brands like Apple, L'Oréal, and Nike run dedicated 618 campaigns. For brands without direct Chinese market presence, Southeast Asian platforms offer 6.18 promotions that are more accessible.
What is the pre-sale mechanism for 618?
618 uses a deposit-and-balance payment system. Consumers pay a small deposit (typically 10-20% of the item price) during the pre-sale period in late May, then pay the remaining balance on June 18th. This system helps platforms forecast demand, manage logistics, and offer steeper discounts through guaranteed volume commitments from brands.