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6.18 Mid-Year Shopping Festival and China E-commerce

· China,Innovation Insights,E-commerce,6-min-read

Alibaba 6.18 Logs Record Sales as Consumption Rebounds

Transaction volume on Tmall during 6.18 festival surpassed 69.82 billion. Brand participation this year surged in what was the biggest sales event since the outbreak of Covid-19, with the number of Tmall brands nearly doubling from last year. Small and medium-sized businesses on Alibaba’s Taobao Marketplace also received a billion more orders during this year’s campaign year-over-year.

Going beyond just using the e-commerce platform to sell products, brands worldwide made use of Tmall’s growing array of digital engagement tools – from livestreaming and augmented-reality filters to test out hair and makeup to branded games and 3D shopping technologies – to reconnect with consumers and generate growth in the wake of the pandemic.

This year also featured the biggest giveaway of consumer coupons and subsidies in the event – a move inspired by the digital coupons issued in China to stoke post-pandemic consumption and economic recovery. Gameification also helped supercharge engagement during this year’s 6.18. By Tuesday, consumers played the campaign’s featured game, “Ideal Life Express,” more than 400 million times and contributed to more than RMB1 billion in sales of agricultural products. Dozens of consumer-goods companies also leveraged the interactive game to engage consumers.

Final Report of 618: In-depth Analysis of RMB 269.2 Billion, the Face Value and What’s Behind It

As JD’s 618 Grand Promotion (held June 1-18) came to a close, announced that it had experienced transaction volume on the platform of over 269.2 billion, during the sales period, up more than 33.6% year on year. With JD’s focus on consumer experience, JD began the sale on June 1 in order to give users more time online to make their purchasing decisions.

As the first major shopping event in the midst of the global COVID-19 pandemic, JD’s 618 performance has demonstrated the resilience of the Chinese economy and the opportunity that remains for international brands, even under uncertainty. Connects with Coca-Cola Online to Celebrate the 618 Grand Promotion

On the night of June 17th, Curt Ferguson, President of Coca-Cola Greater China and Korea, connected by video with Carol Fung, president of JD FMCG Omnichannel and Lizhen Liu, president of JD FMCG to celebrate JD’s 17th 618 Grand Promotion and discuss future development opportunities.

During this 618, sales of products from the Coca-Cola Company achieved great performance on JD, and increased 200% y-o-y in the first hour of June 1st. Coca-Cola joined JD in 2003, and now JD Super, JD’s online supermarket, is one of the most important retail channels for the company online or offline.

In 2019, the two sides signed a strategic partnership in Shanghai to deepen cooperation in big data, omnichannel solutions, new product development, marketing innovation and smart supply chain.

This March, Costa Coffee, a member of The Coca-Cola family reached agreements with JD to further develop on big data, omnichannel operations and high-value customers’ management. By the end of March, when Costa Coffee officially entered China’s ready-to-drink coffee market by debuting its ready-to-drink products tailored for Chinese consumers, JD was the first e-commerce channel to feature the products.

China Express Reached 4.678 Billion Orders with an Increase of 48.66% from June 1 to 18

State Post Bureau data show that from June 1 to June 18, domestic delivery service reached 4.678 billion orders, increasing by 48.66% from the prior year.

According to reports, the average daily business volume of domestic express industry has approached 260 million since June. China Post, SF, ZTO, STO improved the overall capability of service guarantee by increasing and allocating resources like manpower, vehicles, and air transportation, etc. YTO Express, Yunda Express, BEST Express, Deppon Logistics upgraded sorting equipment to increase the package sorting efficiency and optimize the operating capacity with the full-automatic process. During the "618" shopping festival, express enterprises also accelerated the "express into villages" program to help sell agricultural products.

China Eastern Airlines First to Launch an Airline Product for 618

With a slogan "unlimited domestic free flight on weekends", China Eastern Airlines released the launch announcement of the first “weekend free flight” product in the airline industry on June 18. After purchase and activation, passengers are free to take China Eastern and Shanghai Airlines flights domestically on each weekend in 2020.

The new airline product meets travel demands of people who live, work or study in different cities. It is also very attractive to high-frequency travel groups such as travel enthusiasts, photographers, middle-aged and elderly tour groups. Normally passengers can earn back with only 1-2 trips, while their travelling demands at weekends are well satisfied.

The launch of the product will boost the airlines industry during COVID-19 and fill the market gap. It will also benefit consumers, airlines, travel and other related industries to positively stimulate the economy.

Pinduoduo: China's Shopping Festivals 101

China’s consumers love to shop and the country’s e-commerce platforms are there to oblige with online shopping festivals. During the 618 festival this year, Pinduoduo received 10.8 billion more orders.

There are so many shopping festivals that some are known just by their dates, like 6.18, 11.11, and 12.12. Learn what these numerals mean and the significance of the festivals and how they came about below!

Host Kavita Budhraja and Ada Yang decode an entire year’s worth of online shopping for you.

Collecting By the XNode Team,

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