Hangzhou, China, June 19, 2019 – Alibaba Group’s (NYSE: BABA) Taobao and Tmall shattered multiple records during this year’s “6.18 Mid-Year Shopping Festival,” sating a rising demand from consumers in less-developed cities for quality products.
This 6.18 was the most-inclusive ever, with over 200,000 brands taking part. Innovative marketing campaigns and tools provided by Alibaba’s core platforms during the 18-day campaign helped more than 110 brands each generate gross merchandise volume in excess of RMB100 million.
Flash sales channel, Juhuasuan, which aids brands in attracting new customers via discounts, added over 300 million new consumers. More than 180 products topped RMB10 million in sales, and 4,700 products achieved sales of over RMB1 million. It was a record-breaking number for brands’ participation in Juhuasuan.
“The results of the ‘6.18 Mid-Year Shopping Festival’ are encouraging. It has proven to be a celebration that can match the enthusiasm and scale of the ‘11.11 Global Shopping Festival.’ More than 100 brands achieved a new sales record that surpassed the result from last year’s 11.11,” said Jiang Fan, president of Taobao and Tmall.
“We are very pleased to see that our strategy to help brands penetrate the less-developed markets has paid off. Customers in the emerging cities are very receptive to innovative products and promotion campaigns such as programs on the Juhuasuan platform. The number of customers and GMV from third- to fifth-tier cities both hit 100% growth. We believe this group of customers will continue to grow into a strong and sustainable force for brands who are looking at further developing the Chinese market,” add Jiang.
Less-Developed Regions: New Emerging Growth Engine
Demands and preferences from lower-tier cities consumer were diverse, ranging from high-end electric products from Apple to imported fruits, such as durian from Malaysia, and daily necessities, including socks and toothbrushes.
Tmall’s Luxury Pavilion sales more than doubled from last year, boosted by customers in emerging cities and shoppers born after 1995. Premier brands hit better-than-expected results. Sales of Versace jumped 20 times compared with last year.
Powered by Cainaio, Alibaba’s logistics arm, customers in 354 cities in China were able to enjoy same-day delivery during this year’s 6.18 Mid-Year Shopping Festival.
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