618 2025: A Pulse Check on China’s New Consumer Mindset and Market Transformation

China’s “618” shopping festival has always been more than a sales event—it’s a pulse check on consumer sentiment and market evolution. In 2025, this phenomenon not only reaffirmed its dominance but also demonstrated significant shifts in consumer behaviour and industry strategies, highlighting a matured market moving beyond price wars towards nuanced service differentiation.

This analysis draws extensively from the latest research conducted by iiMedia Research, in collaboration with Strawberry Pie Network Behaviour Investigation and Computational Analysis System. Through nationwide surveys, iiMedia Research provides detailed insights into consumer behaviours, motivations, preferences, and challenges during the 618 festival, serving as a reliable reference for brands and marketers aiming to align their strategies with the evolving needs of the Chinese market.

Beyond Discounts: Rising Consumer Sophistication

The extended "618" promotion period, stretching from mid-May into late June, captured unprecedented participation levels, with over 92% of surveyed Chinese consumers actively engaging in the festival. Interestingly, this surge was not simply driven by discounts. Instead, it reflected deeper, dual motivations: the ongoing demand for essentials alongside an increasing focus on premium products and experiences. Over half (57%) of consumers increased spending by 10-30%, with another 11% raising their budgets by over 30%. This illustrates renewed consumer confidence and a growing willingness to spend beyond basic needs.

Crucially, consumer spending diversified significantly. While daily necessities like beauty and skincare (50%), household items (44%), and food (42%) remained staple purchases, the notable growth in categories like luxury goods, including jewellery (26%), and digital products (23%) showcased a pronounced trend towards consumption upgrading. Even niche interests, such as pet supplies (14%) and outdoor activities (13.6%), received substantial attention, underscoring an increasingly segmented market with varied consumer tastes.

Platform Dynamics: Differentiation and Consumer Loyalty

Despite increased consumer sophistication, price remained a central driver, with 46% prioritising low prices, closely followed by promotional offers (45.7%) and product quality (42.4%). Platform preferences illustrated clear segmentation: Taobao (57%) led the pack, appealing to consumers primarily for affordable, everyday products. Conversely, JD.com, with a 53% consumer base, attracted tech-savvy shoppers purchasing digital and home electronic products. Pinduoduo maintained popularity due to aggressive discounts in everyday categories such as food and household goods.

Consumer responses to promotional mechanics further revealed clear preferences: straightforward discounts (54%) and tiered "spend-more-save-more" deals (44%) remained the favourites, emphasizing direct financial benefits as the primary psychological trigger for purchase decisions. These findings demonstrate that while Chinese consumers have grown more discerning, value remains integral to their decision-making framework.

Decentralised Livestreaming: Trust Shifts and Digital Innovations

A notable shift in this year’s "618" festival was the decentralisation of livestream commerce. Previously dominant hosts, such as Li Jiaqi and Luo Yonghao, significantly reduced their appearances. Platforms and brands have consequently focused on cultivating mid-tier influencers and brand-owned livestream channels, aligning with consumer preferences: 70% of consumers indicated higher trust in brand-hosted livestreams due to perceived authenticity and stronger after-sales support. Concurrently, AI-driven virtual influencers, including Luo Yonghao’s digital counterpart, achieved notable commercial success, marking the arrival of a new era in digital hosting.

Additionally, 70.94% of Chinese consumers felt the advertising push leading up to the "618" festival was strong, frequently encountering promotional content. Meanwhile, 25.82% considered it moderate, and only 3.24% reported minimal exposure to related advertisements. This highlights strong alignment between marketing efforts and consumer perception during the promotional period.

Streamlined Processes and Enhanced Service Expectations

Further consumer-friendly transformations were evident in simplified promotional structures. The traditional, often cumbersome pre-sale model saw reduced emphasis, with a significant 56% consumer approval for its removal. This change underscores growing consumer expectations for convenience and simplicity, reflecting a broader trend where efficient, seamless shopping experiences drive higher satisfaction and loyalty.

The service-oriented shift has also affected logistics and after-sales services. "Immediate retail," facilitated by platforms like Meituan and JD Daojia, has surged, blending online promotions with real-time, physical delivery. This seamless integration between online and offline experiences resonates deeply with consumer demands for convenience and immediacy, offering brands and retailers an additional avenue for differentiation and customer retention.

Emerging Personas: Diverse yet Predictable Behaviour Patterns

• Urban Adventurers (aged 18-34): These younger consumers frequently explore new brands and are highly active on social platforms like Xiaohongshu and Douyin, driven by social interactions and novel experiences.

• Sophisticated Sippers (aged 35-44): Middle-aged, higher-income groups who favour premium quality products and exhibit loyalty to established brands, engaging both through digital and traditional media.

• Refined Aficionados (45+): Older, affluent consumers who prefer exclusivity and premium brands. They are less active digitally but respond well to traditional media and experiential marketing.

Understanding these personas empowers marketers to craft personalised and highly relevant campaigns, effectively meeting segmented consumer expectations.

Now is the time to act.

Brands looking to stay ahead in China’s fast-evolving consumer landscape must move beyond one-size-fits-all campaigns. Dive deeper into behavioural data, embrace omnichannel integration, and invest in service innovation that delivers real value. Whether you're optimising livestream commerce, building brand trust, or rethinking your digital presence, 618 offers the blueprint for what’s next.

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