1. Taobao and Tmall Pre-Sales Exceed 100 Million: Rising Anchors and Four Hot Categories Lead the Way
On May 26th, the 618 pre-sales on Taobao and Tmall officially kicked off, with numerous anchors launching live streams to capture the first wave of promotional traffic. Compared to previous years, a growing number of anchors surpassed the 100-million-yuan sales mark, reflecting a significant increase in top-performing sellers. Notably, public data from Taobao revealed that as of June 1st, over 2 million small and medium-sized merchants secured their first sales by participating in the 618 event.
Clothing, beauty and personal care, home appliances, and 3C digital products emerged as top-performing categories. Among clothing brands, Fila led the pack, becoming the only brand to achieve a pre-sale GMV of over 100 million on the first day. Sales of sports apparel surged by 94.2% year-over-year, while outdoor apparel saw over 200% growth in both sales and volume. The outdoor sports trend, which has gained traction in the past year, significantly boosted the performance of related products.
Overall, the 2023 Taobao and Tmall 618 pre-sales outperformed 2022, with more than 90% of categories reporting growth. Nearly all popular categories recorded higher sales and GMV. Live streaming remained a powerful driver, with veteran anchors maintaining their dominance while fresh talent continued to emerge. Additionally, more brands launched official stores and participated in the 618 promotions, contributing to the event’s robust success.
Source: 淘宝天猫战报截图
2. Douyin’s Explosive Products Drive Brand Success, Agriculture and Home Appliances See Strong Growth
Douyin E-commerce shared impressive data for its 618 pre-sales. As of May 31st, industries such as 3C digital, home appliances, luxury lifestyles, and parenting delivered exceptional results. The home appliances sector stood out with pre-sale GMV experiencing a remarkable year-on-year increase of approximately 808% compared to the previous 618 event.
Within the home appliances category, seven brands achieved pre-sale GMV exceeding 50 million yuan. Flagship stores for Haier, Little Swan, TCL, Midea, and Gree secured the top five spots in pre-sale GMV rankings. In the beauty category, established brands like L’Oréal, P&G, Olay, Estée Lauder, and SK-II maintained steady performances, while domestic names such as Hanhoo, O’Forest, and Vinona demonstrated significant success on Douyin. Beyond traditional categories, Douyin’s “Featured Agricultural Products” initiative also saw notable growth during the 618 promotions.
Media projections suggest that Douyin’s overall sales during the 618 event will rise by approximately 70% compared to last year. As Douyin’s e-commerce ecosystem matures, more established brands are opening flagship stores on the platform. At the same time, domestic and emerging consumer brands across various categories are leveraging the platform’s ability to create explosive product trends, positioning themselves as strong contenders in the competitive marketplace.
3. Kuaishou’s Fresh Produce Surges, Home Appliance GMV Soars by 500%
Kuaishou E-commerce reported impressive pre-sale results during its 618 Shopping Festival from June 1st to 3rd. Order volumes increased by over 72% compared to the same period last year, with the number of buyers rising by more than 50%. Branded product GMV (Gross Merchandise Volume) grew by an impressive 222%, while short video trailers saw GMV growth of over 128%.
Among the standout categories, fresh produce experienced nearly 200% growth year-on-year, as more anchors expanded into selling fruits, vegetables, and other perishables. The home appliance sector also excelled, with GMV skyrocketing by nearly 500% compared to last year. On June 1st alone, daily GMV for home appliances exceeded 100 million yuan.
