618 Shopping Festival 2025
🇨🇳 🇸🇬 🇲🇾 🇹🇭 🇻🇳 🇮🇩 🇵🇭 🇯🇵 🇰🇷 June 18, 2025
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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 2025 edition generated over $62 billion in GMV across platforms, making it one of the largest shopping events globally.
History & Origins
The 618 Shopping Festival was created by JD.com in 2010 to celebrate its founding anniversary on June 18th. Originally a one-day event for JD.com alone, it has expanded into a mid-year shopping extravaganza across all Chinese e-commerce platforms. Rival platforms like Tmall and Pinduoduo now participate actively, making 618 the second-largest shopping event in China after Singles' Day.
Market Scale & Popularity
The 618 festival has grown exponentially, with total GMV across platforms exceeding $62 billion in 2025. JD.com alone reported over $42 billion in GMV during the 2025 618 period. The event has expanded beyond China, with Southeast Asian platforms like Shopee and Lazada running 6.6 and 6.18 promotions.
Business Impact
618 serves as a critical mid-year revenue driver and inventory clearance event. For brands with Chinese market presence, it represents the second-most important sales period after 11.11. The event's timing in June also makes it ideal for summer product launches and seasonal inventory management.
E-commerce Relevance
618 is primarily an e-commerce event, with over 90% of transactions occurring online. Live-streaming commerce has become a dominant channel, with top livestreamers generating billions in single-session sales. The event's pre-sale deposit mechanism (pay a deposit in late May, pay the balance on June 18) smooths logistics and payment processing.
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.
How should sellers prepare for the 618 festival?
Sellers should start planning 6-8 weeks ahead — optimize product listings, stock up inventory, and set up tiered discount strategies. JD.com and Tmall both require early registration for official 618 promotions, typically opening in April.
What categories perform best during 618?
Electronics and appliances dominate 618 sales, accounting for over 40% of GMV. Beauty, home goods, and fashion also see significant lifts. The event is particularly strong for premium brands offering deep discounts on big-ticket items.