Xin Hua Cai Jing·2025-06-19 09:34Core Insights - The 2023 "618" shopping festival is the longest in history, running for 39 days from May 13 to June 20, with major platforms like Tmall, JD.com, and Douyin participating [2][3] Sales Performance - Tmall reported that 453 brands achieved over 100 million yuan in sales, a 24% year-on-year increase [2] - JD.com saw a more than 100% increase in the number of placing users, with overall order volume exceeding 2.2 billion [3] - Pinduoduo noted that sales of seasonal fruits doubled, while popular smartphone models saw sales increases of 3 to 8 times [3] - Meituan's flash sales indicated that over 50 categories of high-value goods saw sales growth exceeding 100%, with some categories like liquor increasing nearly 19 times [4] Promotional Strategies - The simplification of discount rules has been a key highlight, with platforms offering direct discounts and promotions that enhance consumer experience [5] - AI tools have become crucial for merchants to attract customers, with significant increases in AI-generated content and digital marketing efforts [5] Market Share and Growth - Tmall and Taobao hold a market share of 38%, followed by JD.com at 23%, Douyin at 15%, and Pinduoduo at 8% [6] - All major platforms reported positive year-on-year growth in online retail sales [6] Overall Retail Performance - The total online retail sales during the "618" period are estimated to reach nearly 2 trillion yuan, reflecting a year-on-year growth of approximately 9.8% [5]