This year’s 618 shopping festival has been challenging. Vipshop kicked off its 618 promotions early on 17 May, followed by Pinduoduo and Tmall, who launched their 618 activities on 20 May. E-commerce platforms such as JD.com, Douyin, and Xiaohongshu (RED) subsequently joined the fray. In terms of duration, this year’s 618 promotion can be called “the longest in history.” Another notable change is that the major e-commerce platforms have announced the removal of the pre-sale mechanism used for more than a decade, focusing instead on “spot goods sales.”
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