Overview
JD Leads Social Engagement Growth with PDD Close Behind
•For the 618 event in 2024, total sales across all e-commerce platforms reached 742.8 billion RMB, marking a YOY decline of 7%.
•JD experienced the most significant year-on-year increase of 32%. This prominence is likely due to increased marketing investments and heightened enthusiasm for 3C products, combined with JD’s reputation for quality service.
•Pingduoduo(PDD) has emerged as a central figure in discussions around the 618 events, indicating a consumer shift toward more cost-efficient options.
3C
Apple Dominates 3C Discussions While Male Engagement Rises
•Similar to Double 11, engagement declines sharply after Apple, highlighting concentrated discussions on a few key players, with Apple leading.
•Six out of the top 10 3C brands are Chinese, showcasing strong local preference and a competitive edge over global brands.
•The spike in male audience engagement around 3C products discussions aligns with the heightened focus on JD, where many male customers from top-tier cities continue to prefer JD as their primary shopping platform for 3C products.
Beauty
Western Brands Lead Beauty Sector Conversations with Increased Competition Over Double 11
•L’Oréal Group continues to lead the sector, demonstrating robust performance in consumer engagement and marketing effectiveness.
•Only 2 Chinese brands ranked in the top 20, a decrease from 6 during the last Double 11. This change underscores the increasing market presence of Western brands, which capitalize on strong marketing strategies and high consumer trust.
•Company groups now represent 75% of the top 20 brands discussed during the 618 event, marking a 5% increase from Double 11 and indicating heightened competitiveness.
Apparel & Footwear
Outdoor & Sportswear Brands Lead While Chinese Brands Expand Influence
•Sportswear and outdoor labels continue to dominate apparel and footwear discussions.
•This year, four Chinese brands made the top 10, up from two in the last Double 11 event. Zara lost traction, while local brand Urban Revivomade a strong showing in the top 10, highlighting a notable shift toward local brands.
•Ubras and Bananain, emphasizing comfort and functionality in their product designs, have not only garnered significant social buzz but also outperformed major player Lululemon in the sector.
Household Appliance
Consumers Shifting Strongly Towards Chinese Brands Over Premium International Labels
•The consumer shift toward more cost-efficient options is especially evident in the household appliance sector. Among the top 10 most discussed brands, only the last two are foreign, while the remaining eight are Chinese brands.
•The engagement levels among the top 10 brands in the home decoration and appliance sector are relatively even, indicating a more balanced competitive landscapecompared to other sectors.
Consumer Behavior Shift
Consumer Feedback Reflects Shift Towards Pragmatism During 618 Sales
Consumer feedback around major sales events has traditionally centered on complaints about complex discount mechanisms. However, for this 618 event, the focus has noticeably shifted to low motivation and willingness to make purchases.
“There are promotions, live-streaming every day on every channel; to be honest, I’ve become almost immune to sales events.” — Female user based in Guangzhou
Key Summary of 618 Social Discussion
•618 hits a historic low with a 7% revenue dip, while JD & PDD excel in social discussions.
•Male audiences are increasingly engaged in 3C discussions, with Apple leading the way. Tier 1 Bilibilibloggers in the technology and electronics industry are flocking to Red
•Western beauty brands dominate social discussions, but Chinese brands excel in eComrevenue, indicating fierce competition and a nuanced consumer landscape.
•Outdoor & sportswear brands lead the apparel and footwear sector, with more Chinese brands gaining attention.
•Consumers are shifting towards more cost-efficient options, especially in household appliance sectors.
•Consumption downgrade and frequent promotions leads to a lack of enthusiasm for major sales events.
Our Team of Expert
WalktheChat is a marketing agency specializing in AI-driven social media marketing for luxury and premium brands. Our clients, including Louis Vuitton, Chaumet, Marimekko, Le Creuset, DeLonghi, PDPAOLA, Missoma, and Polene, rely on us for advanced marketing intelligence and customized strategies.