Ushering in the summer shopping rush, the Chinese mainland’s 618 festival shattered records this year. By midnight Wednesday, JD.com reported over 2.2 billion orders across online, delivery and offline channels—more than double the number of shoppers compared to last year. Tmall also saw a surge in activity, with 453 brands each topping 100 million yuan in sales, up 24 percent year on year.
Central to this boom is a nationwide trade-in scheme that invites consumers to swap old devices for new models. Backed by 300 billion yuan in ultra-long special treasury bonds and bolstered by local government incentives, platforms like JD.com and Tmall rolled out dedicated trade-in channels combining subsidies and discounts that shaved thousands of yuan off big-ticket items. The result? Mobile device sales jumped 88 percent and home appliance purchases climbed 161 percent on JD.com alone.
Instant retail emerges as a new growth driver
Another standout trend was instant retail, an on-demand model that fuses online and offline experiences with ultra-fast delivery. JD.com’s takeaway arm expanded rapidly, with full-time couriers topping 120,000 by June 17—up from 100,000 just weeks earlier. Daily orders exceeded 25 million as of June 1, and over 1.5 million branded restaurants have joined the platform.
Meanwhile, Meituan’s flash sales during the first week of 618 more than doubled transactions in over 50 high-value categories year on year, led by an eightfold leap in smart device purchases and a fivefold rise in e-learning products.
With AI-powered systems fine-tuning recommendations and logistics behind the scenes, consumers enjoyed hyper-personalized shopping experiences. As trade-ins and instant retail reshape buyer habits, the 618 festival is cementing its role as a launchpad for quality-driven, tech-infused consumption.
For a generation that values speed, sustainability and cutting-edge tech, the Chinese mainland’s 618 festival is more than a sale—it’s a monthly marker of retail innovation.
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Record sales for China's 618 festival, fueled by trade-ins and AI
cgtn.com
