# Livestreamed Shopping Festivals Tmall is Hosting a Large Shopping Event on Taobao Live By Laura McQuarrie | Published 2020-06-09 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/shopping-festival References: [jingdaily](https://jingdaily.com/618-shopping-festival-2/) & [retailinasia](https://retailinasia.com/in-shops/tmall-gets-ready-for-6-18-shopping-festival/) The 6.18 Shopping Festival was created by [JD.com](https://www.trendhunter.com/trends/jdcom) 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](https://www.trendhunter.com/trends/taobao-live). The livestreamed event is being touted as the [largest celebrity broadcast](https://www.trendhunter.com/trends/talkshoplive) 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. Image Credit: Shutterstock ## Trend Insights (Trend Hunter) - Score: 4.7/10 - Popularity: 61% | Activity: 71% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### What's Driving This Trend - **Livestreamed Shopping Festivals Going Mainstream:** As retailers increasingly shift to e-commerce experiences and live shopping services, livestreamed shopping festivals are becoming a staple marketing event that gathers more participants and leverage more influencer power. - **Elevating Shopping Experience with Livestream:** Livestream technology provides personalized, immersive, interactive shoppertainment that enhances the shopping experience. Brands can leverage this and offer discounts, Q&A sessions, pre-order incentives, and product trials. - **Promoting Sales Through Livestreaming Platforms:** Livestreamed shopping festivals create real-time interaction between brands, celebrities, and customers, with sales taking place on-platform, thereby maximizing consumer engagement and improving customer experience. ### Who This Affects Most - **Retail Industry:** Retailers can leverage livestreamed shopping festivals to boost sales, promote their brand, and showcase products in an engaging and innovative way. - **Entertainment Industry:** Partnerships with celebrities and influencers on livestreamed shopping festivals create entertainment value while also boosting product sales. - **Media Industry:** By leveraging livestreamed shopping festivals, media companies can provide customers with exclusive products, behind-the-scenes content, and personalized recommendations, thereby increasing audience engagement and monetization opportunities. ## Related on Trend Hunter - [Online Lifestyle-Inspired Street Festivals](https://www.trendhunter.com/trends/street-life-festival.md) - [Livestream Shopping](https://www.trendhunter.com/trends/brandcast.md) - [brand-focused social media shopping](https://www.trendhunter.com/trends/super-brand-day.md) - [24/7 Live Shopping Streams](https://www.trendhunter.com/trends/247-live-shopping.md) - [Interactive Shopping Streams](https://www.trendhunter.com/trends/amazon-ads.md) - [Social Shopping Networks](https://www.trendhunter.com/trends/stage-ten.md) - [Celebrity-Starring Livestream Events](https://www.trendhunter.com/trends/talkshoplive.md) - [Live Social Shopping Expansions](https://www.trendhunter.com/trends/live-social-shopping.md) - [Live Shopping Flagships](https://www.trendhunter.com/trends/outlandish.md)