China's extended 618 shopping fest fails to stir excitement

Key Points

  • China's 618 shopping festival, originally a single-day event for JD.com, concluded on June 18 after over a month of promotions across major e-commerce platforms like JD.com and Alibaba, starting from May 13.
  • Despite efforts to boost spending through deeper discounts and government subsidies, consumer enthusiasm remains low due to economic concerns such as employment instability, stagnant wages, and the property crisis.
  • Sales data for 618 has not been fully disclosed recently, but last year saw a 7% decline to 742.8 billion yuan ($103.31 billion), while this year JD.com reported over 2.2 billion orders and Alibaba noted 453 brands exceeding 100 million yuan in GMV.
  • Analysts suggest that extended sales periods and year-round discounts have reduced the excitement for major shopping events, with consumers like Xu Binqi noting that deals are available anytime, diminishing the urgency to buy during 618.
  • Government subsidies and an earlier start to 618 contributed to a 6.4% retail sales growth in May, though potential pauses in subsidy programs could impact June sales and overall consumption.

Summary

China's 618 shopping festival, once a single-day event marking JD.com’s founding, concluded on June 18 after over a month of promotions starting May 13, involving major platforms like JD.com and Alibaba. Despite extended sales periods and deeper discounts, consumer spending remains subdued amid economic challenges including employment concerns, stagnant wages, and a property crisis. Retailers and the government have introduced subsidies to stimulate demand, contributing to a 6.4% retail sales growth in May, the highest since December 2023. However, year-round discounts have diminished the allure of such events, with many consumers like Xu Binqi and Eve Wang opting to buy only as needed rather than stockpiling during 618. While specific sales figures for this year are undisclosed, JD.com reported over 2.2 billion orders, and Alibaba highlighted 453 brands surpassing 100 million yuan in GMV. Analysts note that the prolonged festival helps sustain engagement but warn that pauses in subsidy programs could dampen June sales. Last year, 618 sales dropped 7% to 742.8 billion yuan ($103.31 billion), reflecting ongoing retail struggles. The evolving consumer mindset and economic pressures continue to challenge the effectiveness of standalone promotional events in driving significant growth.

yahoo
June 19, 2025
Stocks
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