Record-Breaking Performance at Tmall 618
The 2025 Tmall 618 shopping festival achieved remarkable results with simplified campaigns driving unprecedented user engagement. Beauty, fashion, home appliances, 3C electronics, sports equipment, and pet supplies all maintained leading positions in market share and growth rate across e-commerce platforms.
Key Milestones
By June 18th, 453 brands exceeded 100 million RMB in sales, marking a 24% year-over-year increase. Elite brands including Apple, Midea, Haier, Xiaomi, Huawei, Nike, and L’Oréal joined the “1 Billion Club,” reinforcing Tmall’s position as the premier global platform for brand growth.
User Engagement Soars
The festival attracted significantly higher user activity with double-digit growth in purchasing customers throughout the campaign period. The premium 88VIP membership surpassed 50 million users, while brand membership grew 15% year-over-year. Notably, brand members spent 1.93 times more than average shoppers.
Sector Highlights
Home Electronics & Digital
National subsidies combined with Tmall promotions drove 116% growth compared to last November’s shopping festival. 113 brands surpassed 100 million RMB sales, while over 9,200 brands doubled their transaction volume. Third-party data confirms Tmall captured 45.3% of home appliances and 45.5% of 3C electronics market share.
Beauty & Fashion
Luxury beauty brands like Valentino Beauty (+100%) and YSL (+60%) saw strong growth. Domestic brands outperformed with Shuangmei (+300%) and Maogeping (+70%). Fashion featured over 50 brands exceeding 100 million RMB sales, including Uniqlo, Zara, and emerging Chinese bag brands Songmont and Gele.
Sports & Emerging Categories
Sportswear and outdoor gear sales grew over 50%, with 36 sports brands exceeding 100 million RMB. Niche sports like pickleball surged 1100% YoY. Emerging categories including collectible toys, jewelry, pet supplies, and alcohol also demonstrated explosive growth.
International Success
Overseas brands achieved their strongest H1 performance with 14 import brands exceeding 100 million RMB sales. Australian brand Penfolds and Japanese personal care brand Off&Relax quadrupled sales, while American brand Crocs grew 288%.
Product Innovation
New products drove 153% overall growth, with 12 new items exceeding 100 million RMB, 504 surpassing 10 million RMB, and 6,970 breaking 1 million RMB in sales.
Tmall’s simplified promotion mechanics – featuring 15% instant discounts and no-threshold coupons – delivered the most accessible shopping experience while supporting quality brands through unprecedented strategic investments in merchant incentives, product launches, and membership programs.
