For European FMCG and mum and baby brands exploring the Chinese market, the 618 Shopping Festival isn’t just another sales event. It’s a live masterclass in how digital retail really works in China, a month-long glimpse into what moves consumers, which platforms are evolving fastest, and how national policy shapes shopper behaviour.
Originally launched by JD.com as a mid-year counter to Alibaba’s Singles’ Day, 618 has grown into a full-scale ecommerce marathon involving giants like Tmall, Douyin, Xiaohongshu, Meituan, and more. And it’s still growing. In 2025, the festival generated a staggering 655.6 billion RMB in gross merchandise volume, a 15.2 percent increase year on year.
That’s more than a sign of consumer resilience. It’s a signal to international brands that China rewards bold moves, localised strategies, and brands that build emotional connections. Price alone is no longer enough.
So what should European brands keep in mind if they want to compete in China’s e-commerce landscape? Here’s what 618 reveals.
1. E-commerce in China is Now a Lifestyle Ecosystem
This year’s 618 showed that e-commerce in China isn’t just about buying. It’s about creating a meaningful experience.
JD.com turned its campaign into a cultural event, complete with concerts and themed surprise days tailored to user interests. Tmall simplified its usual complex discounts into cleaner offers like 15 percent off a single item, layered with livestream rewards. Meituan joined the event for the first time, offering 30-minute deliveries and pushing further into mainstream retail.
These aren’t just gimmicks. They reflect how Chinese consumers want brands that feel personal, thoughtful, and culturally tuned in.
For European exporters, especially those targeting families or wellness-focused shoppers, that means going beyond product specs and price tags. You need to build a brand experience that feels relatable and emotionally resonant.
2. Content-Led Discovery is the New Storefront
In China, the shopping journey often starts not with a search bar, but with content.
Short-form videos, livestreams, influencer reviews, and unboxings are now essential parts of the buying journey. Platforms like Douyin and Xiaohongshu aren’t just places to be entertained. They’re where people research and decide what to buy.
JD.com even offered merchants free AI-powered livestream hosts this year. Alibaba expanded its Red Cat Plan to tie content and commerce more closely together.
For mum and baby brands, this is especially important. Chinese parents want more than product claims. They want trustworthy, educational storytelling. They want to know what’s in your product, why it’s safe, and most importantly, hear it from someone they trust.
This cautious mindset stems from years of the one-child policy, where each child’s well-being carried immense pressure. Add to that the legacy of past quality scandals, like the 2008 melamine milk powder crisis, and you begin to understand why safety and authenticity are non-negotiable in this space.
3. Government Priorities Shape Retail Trends
The 618 festival isn’t just a retail push. It’s a reflection of China’s national economic goals.
This year, platforms aligned closely with China’s trade-in policy, which encourages consumers to replace older appliances with newer, greener models. JD.com’s campaign theme, “Responsible Supply Chain,” spotlighted over one million eco-friendly products.
For European brands that focus on sustainability, health, or wellbeing, this is a real opportunity. Aligning with national priorities doesn’t just enhance credibility. It can also boost visibility and platform performance.
4. Cross-Border is Easier Than Ever, but Expectations are Higher
It’s never been more accessible to sell into China. Platforms like JD.com and Tmall Global are simplifying international logistics, onboarding, and even offering free global shipping.
But logistics alone don’t make a great customer experience.
Luxury beauty brands La Mer and Helena Rubinstein found this out the hard way. Helena Rubinstein accidentally discounted its premium Black Bandage Cream by 50 percent due to a pricing glitch. When the brand cancelled orders and issued small vouchers instead of owning the mistake, consumers reacted with outrage.
La Mer stumbled too. Its high-end creams arrived in eco-friendly packaging that felt underwhelming to customers expecting a luxury unboxing moment. The product quality wasn’t the issue, but the emotional payoff was missing — and that matters.
Lesson learned: Selling to China means getting every detail right, from the first click to the final delivery. A lacklustre experience can damage your brand far more than a faulty ad campaign ever could.
Final Thought: 618 Isn’t Just a Festival; It’s a Forecast
Want to know where Chinese e-commerce is headed? Watch what happens during 618.
This event gives brands a front row seat to emerging trends, platform strategies, shifting consumer values, and the rise of content-first commerce. It’s not just about flash sales. It’s about understanding what your audience expects and how to deliver it.
You don’t need to jump into every promotion, but you do need a solid strategy. That includes knowing your numbers, choosing the right partners, investing in content that connects, and really understanding your audience.
In China, e-commerce isn’t just a channel. It’s the engine of growth.
And 618 is your clearest roadmap to what’s next.
