Alibaba have announced that the largest yet in scale and reach 6.18 mid-year shopping festival connected a record number of brands with the country’s hundreds of developing cities.
Alibaba say that more than 200,000 brands participated in 6.18 this year mid-year shopping festival.
Apart from offering discounts and perks in their Tmall and Taobao stores, brands tapped Juhuasuan, Alibaba’s dedicated flash-sale and group-buying platform, to introduce deals exclusive to the festival. The 6.18 saw Juhuasuan featuring 4,700 products top ¥1 million ($145,000) in sales. There were 180 products that each took in more than ¥10 million on the platform, according to Juhuasuan.
The Alibaba’s peak sale period saw more than 100 brands – including L’Oréal, Clé de Peau Beauté, Emporio Armani, Crocs, Godiva and Budweiser – sales surpass last year’s 11.11, the Chinese ecommerce giant’s biggest sales day of the year.
Alibaba also say that the 6.18 saw the highest participation from luxury brands yet. This is including all 113 brands on Tmall Luxury Pavilion, Alibaba’s dedicated site for luxury and premium goods.
The Pavilion’s 6.18 sales more than doubled from last year, driven in part by consumers in China’s so-called lower-tier cities whose increased spending power is behind an uptick in transactions on Alibaba’s online marketplaces. Alibaba say that China’s twentysomething luxury shoppers, another vital consumer demographic, also played a significant role in 6.18’s success.
