What the Calm Around '618' Tells Us About China’s Next Consumer Era

Photo by Victor Sergeevich

China's 618 festival—the world's largest e-commerce sales event—ran for 39 days, being the longest ever, and generated a staggering 855.6 billion RMB (approx. $118 billion) in gross merchandise value, up 15.2% from last year. But here’s the catch: daily average spending actually dipped from 24.8 billion RMB to 23.1 billion RMB.

That means more people bought, but at a calmer pace. Fewer all-nighters. Less “midnight madness.” This wasn’t because people stopped shopping—it’s because how they shop has fundamentally changed.

The Festival Got Longer, Simpler—and Smarter

To drive engagement, platforms stretched the event from a few days to over a month. Government-backed subsidies also encouraged spending, especially on electronics and appliances.

But what really helped? Simplified rules. In the past, users had to solve discount puzzles like “spend 300, get 50 back,” stacking coupons and rushing to meet thresholds. Now, platforms like JD and Taobao favor straight discounts per item—no calculators needed.

Less Noise, More Value

For years, these mega-sales thrived on hype. There were celebrity concerts, livestream countdowns, and deals meant to create FOMO (fear of missing out). Now, it’s quieter—but consumers aren’t complaining.

That’s because the new focus is value over volume. Shoppers aren’t hunting for the cheapest item anymore. They’re looking for quality, usefulness, and transparency. You could call it “rational consumption.”

Livestreaming Changed the Game

Back in 2016, platforms like Mogujie and Taobao Live pioneered livestream shopping. Instead of waiting for a big festival, influencers now sell directly to their audiences daily—creating bursts of spending all year round.

It’s no longer about one or two massive days. People discover products through their favorite streamers every day. Think of it as a steady drip, not a tidal wave.

Small-Town Boom: The Rise of Lower-Tier Markets

While urban shoppers are becoming more selective, China’s rural population is entering the e‑commerce scene with strong momentum. Last year, rural incomes grew 6.6%, outpacing urban growth at 4.6%.

Anecdotal reports suggest younger rural consumers in lower-tier areas are showing increasing confidence in their economic prospects. Platforms are shifting focus to counties and villages—not just big cities. Brands are now customizing campaigns to reach this emerging frontier.

Platforms Are Changing Too

E-commerce is moving away from “price wars” and toward better shopping experiences. Apps like Xiaohongshu are turning product discovery into a lifestyle—where users browse content like they would on Instagram, but can buy in just a tap.

Instead of flashy deals, they’re building trust and community.

The Festival Isn't Dead—It's Just Grown Up

China’s e-commerce festivals like 618 and Double 11 (the world's second largest e-commerce event after 618) were once wild, noisy celebrations of consumption. Now, they reflect a more mature, everyday kind of shopping: less about hype, more about habit.

The massive sales numbers prove the appetite is still there—but consumers are smarter, calmer, and more intentional. It’s not the end of e-commerce festivals. It’s their evolution.