From Discounts to Decisions: What 6.18 Tells Us About China’s Next Ecommerce Chapter

From Discounts to Decisions: What 6.18 Tells Us About China’s Next Ecommerce Chapter

China’s 6.18 shopping festival is one of the country’s largest annual ecommerce events. This year, the festival generated RMB 855.6 billion across major online marketplaces according to leading third-party data provider Syntun. Alibaba Group's Tmall led the charge by Gross Merchandise Volume (GMV), followed by JD.com and Douyin.

But beyond the sales surge, this year’s 6.18 marked a strategic reset. Complex presale mechanics were out. Instead, there was an emphasis on more straightforward discounts, faster fulfillment, and renewed focus on consumer trust.

In China’s increasingly mature ecommerce landscape where shoppers have come to expect year-round deals, platforms are now shifting from complicated discount strategies to value-driven growth. Clear pricing, transparent offers, and brand credibility are taking center stage.

Tmall eliminated presales in favor of direct discounts. JD.com introduced its “Lowest Price in 180 Days” guarantee with full price protection. Douyin leaned into its short-form video and livestream model with sitewide 15% discounts. Kuaishou emphasized real-time, no-frills promotions, while Pinduoduo maintained its rolling “daily deal” approach, powered by automated price tracking.

China’s New Era of Shoppable Content

As brands gear up for their next big push toward 11.11, now is the moment to double down on content-led strategies that build both brand equity and consumer trust. The convergence of content and commerce is becoming the default growth engine.

Cross-platform integrations are normalizing this convergence. On May 29, JD.com announced an upgraded strategic partnership with Red Note, launching the “Red-JD Plan.” Beginning June 5, 2025, with few category exceptions, all JD merchants can enable the “Direct to App Access” feature that allows users to click through native content on Red and jump directly to JD product pages.

Just weeks earlier, on May 7, Red Note launched a similar integration with Alibaba’s Tmall. In practice, ads placed on Red can now link directly to Tmall and JD stores, offering users a frictionless path from content discovery to conversion.

From Influencers to Insiders: How KOCs Are Winning Consumer Trust

Online communities are reinforcing this behavior. Across platforms, peer-driven content consistently outperforms celebrity endorsements. At Pattern, we work with thousands of Key Opinion Leaders(KOLs) and Key Opinion Consumers(KOCs). These are organic, niche, and community-rooted accounts who help brands localize messaging and unlock reach across platforms like Douyin and Red.

As 11.11 is around the corner, the 6.18 reset is real and brands that succeed won’t just show up with discounts, they’ll show up with enriched contents and community. The convergence of content and commerce is shaping how Chinese consumers discover, evaluate, and trust brands. 

In this new reality, performance is powered by community, storytelling, and seamless cross-platform integration. For global brands eyeing growth in China, the strategy is clear: build relevance through localized content, activate trust through peer voices, and meet consumers where they already are—scrolling, sharing, and shopping all at once.

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