According to the data by Nint, a digital retail data service provider, as of the end of the first round of 618 Shopping Festival 2022 (June 3), the estimated sales of 59 brands in a single category (hereinafter referred to as sales) exceeded 100 million in the 36 categories counted.
Among them, the top 3 in sales are Apple, Haier, and Midea. Apple’s sales have even exceeded 5 billion yuan, opening a large gap with other brands.
JD reported over 10% growth in this year’s total 618 GMV while Alibaba and Pinduoduo didn’t disclose too much data on this year’s 618 sales.
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Alibaba Tmall 618 2022
In the May presale period, Tmall merchants will receive roughly RMB10 billion ($1.5 billion) in deposits made by consumers to secure their orders. Once shipping starts between June 1 and June 30, the remaining balance of up to RMB100 billion will be sent to businesses.
For cross-border merchants, international B2C marketplace Tmall Global is freeing up to RMB4 billion to their payment accounts as soon as parcels leave warehouses between June 1 and June 30.
Tmall 618 2022 pre-sale officially opened at 8 p.m. on May 26. The first wave of rush buying started at 8 p.m. on May 31 and the second wave starts at 8 p.m. on June 15.
This year, Taobao increased the pre-sale time during the 618 event, making the official pre-sale an increment for businesses to make a good start. The platform will provide the official pre-sale atmosphere, the official pre-sale venue, and search for recommended resources.
On June 18 this year, Taobao simplified the preferential rules and marketing complexity. The discount for cross store full sales was reduced by 20 yuan or 50 for every 199 or 1000 yuan spend.
Alibaba’s Taobao and Tmall are not the only e-commerce platforms for 618 shopping festival promotions. Many retailers and major online platforms, such as JD, Pinduoduo, Kuaishou, etc., have promotions to push up their sales.
Tmall 618 Sale
Alibaba didn’t share much this year’s 618 shopping festival sales data.
Among the 35 categories counted in a third-party research company Nint’s report, there were 6 brands with sales exceeding 1 billion yuan in a single category sales; and, 108 brands had sales exceeding 1 billion yuan each.
Among them, Apple, Midea, Haier, Xiaomi, and L’Oreal ranked among the top 5 in overall sales. With sales of 15 billion, Apple is the only brand with sales of more than 10 billion yuan (US$2.23 billion), and has become the biggest winner.
JD 618 2022
Instead of getting different coupons, Jingdong 618 platform offers an immediate RMB 50 yuan discount for every qualified RMB 299-yuan purchase, making the shopping process even simpler this time.
During the pre-order phase of this year’s 618 Grand Promotion from 8 p.m. on May 23 to midnight on the 29, sales of a number of top brands exceeded RMB 100 million yuan, such as Xiaomi, Haier, Lenovo, Huawei, Midea and more.
The official 618 Grand Promotion sales phase started at 8 p.m. on May 31 and lasts until June 20, during which JD’s customers can purchase their pre-ordered products to enjoy discounts and worry-free shopping services including same or next-day delivery service.
JD’s data during the past six days revealed that the “post-95” generation showed rising spending power with pre-order sales up 75 percent YoY. Meanwhile, the product variety offered on JD.com during this year’s shopping festival increased by 20 percent and a robust demand is seen from China’s sixth-tier cities with over 100 percent growth YoY.
Sales of the home appliances category as a whole rose by 200 percent YoY, while order volume of new products tripled. Sales of tablets, home use printers, and mechanical keyboards increased 100, 170, and 400 percent respectively.
In the healthcare category, the overall order volume on JD Health grew by 186 percent YoY.
The number of products joining the pre-order period increased by 219 percent. Deposits for body fat measurers increased 576 percent YoY, and that of Bio Island’s DHA for kids grew 10 times, becoming the biggest “dark horse” during JD Health’s pre-order period.
More and more customers are getting used to online ordering for offline services.
Orders of automobile products with installation services on JD.com increased 240 percent YoY, among which tire-changing service orders is up by 135 percent; furniture with installation service orders increased 127 percent, and travel orders are up by 110 percent on JD.com.
JD’s latest omni-channel store, the J Shop, attracted 50 percent more merchants to participate in this year’s shopping festival, who together brought double the amount of products in the fashion and lifestyle categories.
During the pre-order phase, the J Shop channel presented over a hundred best-sellers from an array of big brands from home and abroad, such as SK-II gift boxes, Arman Men’s T-shirts, and Lancôme’s anti-aging serum, just to name a few.
More than 20 brands under JD Luxury reached over 100 percent sales growth month over month, including Tory Burch, MCM, Chopard, and more. BVLGARI’s daily sales on JD Luxury during the past six days quadrupled its average amount. The top 3 Swiss watches are from Longines, Tissot, and MIDO, with Longines’ sales increasing by 160 percent YoY.
The 19th JD 618 Grand Promotion officially kicked off at 8 p.m. on May 31 after an eight-day pre-order phase.
In the first 10 minutes of the mid-year shopping festival, the sales of a number of brands exceeded RMB 100 million yuan, including Xiaomi, Midea, Haier, Lenovo, Apple, HONOR, Huawei, SONY, Asus, Siemens and more.
Smartphones, air conditioners, Chinese sticky rice dumplings for Dragon Boat Festival (which falls on June 3 this year), baby formula, and toys were the hottest search keywords in those first 10 minutes, according to JD’s data.
Over a hundred home brands on JD.com reached double sales growth in the first 10 minutes.
Electronics products such as tablets, home use printers and projectors, ready-to-cook products, kitchenware, and home workout products such as smart mirrors and massage guns, are among the popular categories during this shopping festival.
JD Worldwide offers cross-border imports to Chinese customers. Nearly 150 overseas brands saw more than 200 percent sales growth in the first 10 minutes. Sales of nearly 100 sub-categories exceeded 100 percent growth YoY. The top 3 brands in sales are Nintendo, Swarovski and a2 milk powder.
As of 23:59 on June 18th Beijing time, JD.com reported a total transaction volume of RMB 379.3 billion yuan (US$56.7 billion) for JD 618 Grand Promotion 2022, which exceeded last year’s RMB 343.8 billion yuan.
In JD 618 this year, 26 stores exceeded 1 billion yuan sales orders, the number of new product sales increased by more than 20% year-on-year, and the turnover of more than 30 trending categories increased by more than 10 times year-on-year.
During 618 last year, Douyin (Tiktok in China) e-commerce saw a total of 28.52 million hours of live streaming. This year, it reached 40.45 million hours from June 1 to June 18, an increase of more than 40% over the same period last year.
Short videos embedded with shopping carts were played 115.1 billion times.
The “search” function made an amazing contribution during this 618 event. Douyin mall led to a year-on-year sales increase of 514%, search scene led to a year-on-year increase of 293%, and the number of merchants participating in the activity increased by 159%.