China's 618 Shifts Beyond Discounts as 57.59% Chase New Products
Updated
Updated · China Daily · Jul 2
China's 618 Shifts Beyond Discounts as 57.59% Chase New Products
3 articles · Updated · China Daily · Jul 2
Summary
57.59% of shoppers joined this year's 618 promotions for new launches and exclusive products, versus 34.72% mainly motivated by discounts, signaling a clear move away from price-led buying.
JD data showed that shift extending beyond goods: home cleaning transactions jumped more than 200% year on year, appliance cleaning rose over 300%, and home nursing for elderly and disabled people grew more than fourfold.
Taobao also recorded strong health spending, with imported vitamin D sales up 122%, magnesium up 180% and fish oil up 137%, reflecting more routine, preventive wellness purchases.
Experts said simpler promotions, aging households and faster-paced lifestyles are pushing consumers toward quality, practicality and outsourced services, reshaping 618 into a more segmented, value-driven consumption event.