618 Shopping Festival Unpacked: What’s New from China’s Top Platforms?

618 Shopping Festival is in full swing — and this year, China’s leading e-commerce platforms are rolling out more efficient strategies to boost engagement and drive sales. This year’s campaigns mark a clear shift—from complicated promotions to simpler shopping experiences.

Here’s how China’s E-Commerce Giants are rewriting the rules this 618:

Streamlined Discounts for Easier Engagement

Platforms are now prioritizing clarity with streamlined discounts. The complex full-discount offers have been replaced with straightforward “official markdowns” (官方立减) starting at 15% off, along with platform coupons and “red envelope” cashbacks. Tmall has also shortened its pre-sale period to 3 days and extended the final payment window to 10 days, offering a more consumer-friendly experience and encouraging faster purchasing decisions.

New Policies and Collaboration for Merchant Empowerment

To further drive performance, platforms are stepping up support for merchants through new policies and cross-platform collaboration. Douyin has introduced “Voice Command Keyword” (口令词引流助推), allowing merchants to unlock real-time traffic boosts through high-performing keywords. Meanwhile, Taobao has teamed up with Xiaohongshu (RedNote) to launch the “Red Cat” initiative (红猫计划), enabling merchants to place targeted ads directly on Xiaohongshu. These new policies boost visibility and offer a more precise audience targeting, leading to a higher conversion potential.

With platforms refocusing on transparency, efficiency, and merchant empowerment, let’s stay agile to capture consumer’s attention!  Partner with iClick to unlock the full potential of 618 Shopping Festival and thrive in China’s evolving e-commerce landscape: https://www.i-click.com/contact-us

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