On the evening of May 31st at 8pm, Tmall "618" ushered in its second wave of sales, with increased rights and interests triggering a second wave of consumer frenzy. Brand transaction volume once again exploded. As of 9pm on May 31st, 185 brands on Tmall "618" had a transaction volume of over 100 million, doubling the transaction volume of over 37000 brands, and the transaction volume of 50 trend categories exceeded 1 billion yuan.
This year, Tmall's 618 has cancelled pre-sales for the first time and started selling in stock, allowing consumers to experience the simplest 618 experience and ushering in strong global brand sales growth.
As of 9pm on the 31st, the number of brands with transaction volume exceeding 100 million has reached 185. Brands such as Apple, Midea, Haier, Maotai, Xiaomi, Perlier, Wuliangye, Nike, Huawei, Gree, and Genji Moyu have entered the "1 billion club" with transactions.
From May 20th to May 31st, over 37000 brands saw a year-on-year doubling in transactions, with brands such as Jiumu, Kleidi, Arrow, Lin Qingxuan, Ralph Lauren, Han Shu, Burberry, Yaduo Planet, SINSINSIN, Maruya, and KOLON SPORT achieving a doubling growth on the basis of high transaction volume.
New consumer demand has driven the explosion of trend categories. This year, on Tmall's 618 shopping festival, more than 50 trend categories with a transaction volume exceeding 1 billion yuan have emerged, including washing and drying sets, hiking shoes, DSLR lenses, micro orders, sun protection clothing, esports equipment, road bicycles, and other trend categories with a transaction volume exceeding 1 billion yuan, and a year-on-year growth rate of over 50%.
As the most heavily invested Tmall "618" event, this year Tmall has invested an additional 15 billion yuan in red envelopes on top of a 50 yuan reduction for orders over 300 yuan. At the same time, 88VIP has upgraded its "unlimited return package shipping fee" rights to stimulate consumer vitality. Taobao Tmall introduces the whole network passenger flow for merchants, gets through the cooperation with Tiktok, upgrades the cooperation with more than 200 Internet platforms such as Tencent Advertising, Zhihu, and Station B, improves the ability of merchants to obtain customers on the whole network, and fully supports brand growth.