Alibaba ecosystem drives record breaking 6.18 campaign

Tmall and Taobao have delivered the largest ever 6.18 shopping festival for Alibaba Group.

Over 200,000 brands participated in the event this year. In addition to offering discounts and perks in their Tmall and Taobao stores, brands tapped Juhuasuan, Alibaba’s flash sale and group buying platform, to introduce deals exclusive to the festival. During 6.18, Juhuasuan saw 4,700 featured products top RMB 1 million ($145,000) in sales. There were 180 products that each took in over RMB 10 million on the platform.

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More than 100 brands – including L’Oréal, Clé de Peau Beauté, Emporio Armani, Crocs, Godiva and Budweiser – saw sales surpass last year’s 11.11, Alibaba Group’s biggest sales day of the year. While major cities such as Shanghai, Beijing and Guangzhou still ranked the highest in terms of overall spending, the fastest growth came from lower-tier cities such as Shandong Province’s Qingdao and Hunan Province’s Shaoyang, due to rising discretionary income.

Liu Bo, General Manager of Alibaba’s Marketing Platform Business, comments: “Tmall achieved growth beyond our estimates this 6.18, while the Juhuasuan marketing platform brought explosive growth on all fronts. These results reflect how Taobao and Tmall have sped up penetration into third- to fourth-tier cities, with the goal of helping brands capture these fast-growing markets.”