Alibaba Group's China commerce business Taobao and Tmall Group concluded the 2025 6.18 Mid-Year Shopping Festival with continued strong performance. Brand sales remained resilient, with 453 brands surpassing RMB100 million in GMV. The campaign also saw record participation, with buyer base growing at a double-digit rate year-on-year, marking an all-time high in 6.18 history.
This year's 6.18 campaign simplified the promotional experience by offering straightforward discounts and a wider range of consumption vouchers. Guided by Tmall's strategic direction to support brands in 2025, the streamlined mechanics helped brands achieve quality growth while improving operational efficiency.
Campaign highlights as of June 18:
Strong Brand Performance and Consumer Engagement
Taobao and Tmall remain the go-to platforms for brand expansion, consumer acquisition, and product launches. The platforms' ongoing investments in loyalty programs and improved user shopping experiences has strengthened consumer engagement with increased sales growth for brands.
- 453 brands surpassed RMB100 million in GMV.
- Top-performing brands that surpassed RMB1 billion in GMV include Apple, Midea, Haier, Xiaomi, Huawei, Nike, vivo, Adidas, L'Oréal, Lululemon and others.
- Engagement from consumers and members remained strong: The number of purchasing consumers rose by double digits, while brands' cumulative membership grew by 15% year-on-year.
- 12 newly launhced products -- across categories such as consumer electronics and beauty -- each exceeded RMB100 million in GMV as of June 12.
- 81 livestreaming channels generated over RMB100 million in GMV, underscoring the continued influence of livestreaming in driving sales.
Emerging Categories Gaining Momentum
Taobao and Tmall continue to serve as powerful engines for both established and emerging brands. This year's campaign saw strong momentum across niche and high-growth sectors as merchants adapted to evolving consumer preferences. One notable highlight is Laopu Gold, which surpassed RMB 1 billion in GMV for the first time during shopping festival.
- Consumer electronics, home appliances and furnishings: Over 9,200 brands doubled their GMV, partly driven by government subsidies. Compared to last year's 11.11 Shopping Festival, total sales in subsidized categories grew by 116%.
- Beauty: Nearly 100 new products each surpassed RMB10 million in sales.
- Fashion and Sports & Outdoor: Over 50 apparel and accessory brands and 36 sports and outdoor brands exceeded RMB100 million in sales.
- Designer and Collectible Toys: This category saw explosive growth driven by new and limited-edition releases. Six brands achieved over RMB100 million in sales, with 17 individual products surpassing RMB10 million.
- Pets: Over 1,000 new brands participated the 6.18 for the first time. 77 brands surpassed RMB10 million in sales, nearly 70% of which were domestic brands.
AI-Powered Tools Support Merchant Success
Advanced AI capabilities played a pivotal role in enabling merchants to optimize operations and scale impact.
- The new AIGC "image-to-video" tool has helped merchants generate over 1.5 million promotional videos since its beta launch in April.
- The upgraded AI-powered marketing tool Quanzhantui supported over 1.4 million merchants during the campaign period.
- Since launching last year, Taobao and Tmall's AI-driven content and operations toolkit has served 7 million merchants, streamlining their path to growth.
