Jun 1, 2023|

JD.com’s 618 Grand Promotion Kicks Off, Record Number of Brands Reach 100 Million Yuan in Sales within the First Ten Minutes


by Yuchuan Wang and Vivian Yang

On the evening of May 31, 2023, JD.com officially launched the 618 Grand Promotion, the largest mid-year shopping festival in China. In a phenomenal display of consumer enthusiasm, over 23% more brands achieved the RMB 100-million-yuan sales milestone within the first ten minutes compared to the previous year. Additionally, an impressive 60% of newly onboarded merchants soared past their daily average sales volume for May, and 50% of small and medium-sized enterprises (SMEs) reported their sales skyrocketing by more than 200%.

This year’s JD 618 Grand Promotion marks the 20th birthday for JD.com and offers more than ten times the number of items as those featured during the 10-billion-yuan discount program, which launched in March. The vast selection comprises over 200 of the most in-demand items and nearly ten thousand best-selling products spanning a diverse range of categories.

Upon the event’s opening, consumers in over 300 cities across the country received their pre-ordered parcels within a matter of minutes. JD.com’s dedication to excellent service, through its proprietary logistics network built since 2007, ensures the delivery of the same or next-day orders nationwide, affirming its “place an order in the morning and receive it in the afternoon” commitment. Today, the unmatched service covers 10 million products and to consumers nationwide.

JD’s on-demand retail service also showcased its advantages immediately. Within the first ten minutes of the promotion’s launch, customers in over 700 counties and cities throughout the country received their orders. The first on-demand delivery through JD Shop Now arrived at a customer’s doorstep in Changsha city within just nine minutes.

Data highlights from the shopping festival collected between 8:00 PM and 8:10 PM on May 31, 2023 include the following:

  • A 23% year-on-year increase of brands surpassing a transaction volume of over RMB 100 million within the first ten minutes of the 618 promotion
  • Apple’s transaction volume surpassed RMB 100 million in just one second
  • Nearly 50% of small and medium-sized merchants have seen their transaction volume increase by over 200% year-on-year
  • Transaction volume for home appliances and home furnishings exceeded RMB 5 billion
  • Transaction volume for durian increased by more than three times year-on-year
  • Transaction volume for men’s and women’s apparel increased by over 120% year-on-year
  • Transaction volume for road bikes and cycling apparel increased by over 100% year-on-year
  • Transaction volume for new energy vehicle tires increased by nine times year-on-year
  • Within five minutes, transaction volume of JD’s cross-border platform JD Worldwide exceeded the total sales of the first two hours from last year
  • A near 400% year-on-year increase in merchant usage of JD Cloud’s Yanxi Digital Human livestreaming service compared with the same period from last year’s Single’s Day promotion
  • A 100% year-on-year increase in transaction volumes for 150 skincare and beauty brands, including prestigious names like YSL, Helena Rubinstein, Shu Uemura, Proya, and Lancome
  • Transaction volume of luxury brands including Bulgari, Tiffany & Co., Bottega Veneta, and Givenchy increased threefold year-on-year.
  • Fifteen watch brands, including Longines, Tissot, and Mido, doubled their sales year-on-year
  • Entrepreneur and internet celebrity Luo Yonghao joined JD Livestreaming and sold an apartment at 61.8% of the full price, saving over RMB 1.2 million for the consumer
  • Electronic product services saw a transaction volume boost of 160% year-on-year
  • Trade-in services for home appliances and home furnishing products experienced a transaction volume surge of over 120% year-on-year


(yuchuan.wang@jd.com; vivian.yang@jd.com)