JD.com’s 6.18 Shopping Festival: More than Just Discounts

Executive Summary

• JD com first launched its annual 6.18 Shopping Festival in 2010. JD.com’s 6.18 event runs for 18 days beginning on June 1 through to June 18, as compared to rival Alibaba’s popular Singles’ Day held on November 11.
• This year on June 1 in the first hour alone, JD.com recorded ¥500 million ($78 million) in sales, an increase of 130% from last year. Several brands including Xiaomi, Nestlé and L’Oréal saw strong sales on the first day of 6.18, and total sales on June 1were up 80% year over year.
• This year, as part of its promotions in the lead up to the start of 6.18, JD.com switched the spotlight from discounts alone to showcase advances in its technology prowess.