Insight Report 12 minutes Premium

China’s 6.18 Shopping Festival 2023: Three Trends To Watch, Discounting To Entice Cautious Consumers

What's Inside

The 6.18 shopping festival is the second largest annual online shopping festival in China. With sales periods for the event now well under way on major e-commerce platforms, we consider the challenges for e-commerce players this year and present our expectations for the event.

We also look at early performance data and discuss key trends to watch, from discounting to the popularity of domestic brands. 

Data in this report include:

  • Estimated GMV generated by e-commerce platforms during the 6.18 shopping festival 2022
  • Key dates and discounts for the 2023 festival across selected major e-commerce platforms
  • Early performance data, with a focus on the luxury sector
  • Discounting campaigns by selected e-commerce platforms

Companies mentioned in this report include: Alibaba (Taobao/Tmall), Douyin,, Kuaishou

Other relevant research:

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