While Double 11 (Singles’ Day) is widely known as China’s largest online shopping event, 618 has grown into the second-biggest sales festival in the country. Originally launched by JD.com (Jingdong) in 2010 to celebrate its anniversary, 618 has evolved into a nationwide e-commerce event that involves Taobao, Tmall, Pinduoduo, Douyin, and other major platforms.
Today, it is a crucial sales period for retailers, generating billions in revenue and extending beyond China’s borders.
The Origins and Growth of 618
JD.com’s connection to 618 dates back to June 18, 2004, when the company first moved its business online. To mark this milestone, JD launched a promotional event each June, which eventually became a large-scale campaign by 2009. That year, JD’s sales on June 18 alone surpassed RMB 30 million yuan, with over 45,000 orders placed. The strong performance encouraged JD to officially brand 618 as an annual shopping event.
Recognizing its success, Alibaba’s Taobao and Tmall introduced their own versions of the 618 campaign, making it an industry-wide festival. In 2011, JD expanded 618 from a one-day event into a month-long promotion, allowing consumers to enjoy discounts and special deals throughout June.
Unlike Double 11, which Alibaba trademarked and restricted, JD allows other platforms and retailers to use the “618” branding for their own sales promotions.
How 618 Works Today
618 typically kicks off in late May with presale campaigns, followed by heavy promotions running from early to late June. The event has become a critical period for brands and merchants, with all major e-commerce platforms launching their own marketing strategies. Consumers can find deep discounts across a range of products, from electronics and fashion to groceries and household goods.
While JD.com remains the original driving force behind 618, Alibaba has made Tmall 618 a highly competitive event. As Tmall primarily features official brand stores, Alibaba dedicates more resources to marketing its 618 campaign for premium brands. Meanwhile, Taobao 618 includes a wider variety of sellers, offering diverse product selections and deals.
618’s Expansion Beyond China
In recent years, 618 has extended beyond mainland China, particularly through Alibaba’s Lazada, which operates in Southeast Asia. This move has helped the mid-year shopping festival gain international traction, with more brands participating in localized versions of the sale.
As 618 continues to grow, it remains one of the biggest sales opportunities for e-commerce platforms, brands, and consumers. With increasing competition and new innovations in live streaming, influencer marketing, and AI-driven recommendations, the shopping festival is expected to expand even further in the coming years.
