The 6.18 Shopping Festival was created by JD.com in 2004 to celebrate its June 18 anniversary and the event has since been picked up by a variety of retailers. In 2020, as retailers are relying heavily on e-commerce experiences and venturing into live shopping services, the 6.18 Shopping Festival is taking on new significance as the economy needs to be bolstered post-pandemic.
This year's Tmall 6.18 campaign will be centered on a live experience on the Taobao Live platform, the livestreaming arm of e-commerce giant Alibaba. The livestreamed event is being touted as the largest celebrity broadcast in history, as it will include at least 10 celebrity broadcasts each day through June 20th. To promote sales right on the platform, the event will also feature brand representatives.
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