Please note the comments are based on top stores of top 200 companies on Tmall and top 100 companies on JD, daily data up to Jun 4, 2024.
The 618 promotion is still ongoing, with some top companies maintaining strong performance, while some new brands have stood out and captured market share. Key product, national sports movement and high cost-effectiveness are the keys to outperform.
Cosmetics：Flagship Product Strategy
Domestic brands further gained share in the 1st phase of 6.18 promotion in May. Both Proya and Giant Biogene benefited from “Flagship Product Strategy”, with Proya outperformed the most driven by its key products Red Ruby Facial Cream and Double Anti Essence, the latter sold out its Comfy Regenerated Collagen Facial Essence during Lijiaqi's live streaming.
Sportswear: The Trend of National Sports Movement Continues
Supported by the trend of national sports movement, sportswear sector continued strong performance. Lululemon outperformed not only in yoga products, but also in sports apparels/jackets. Anta/Fila both gained, with the former driven by sports shoes and Anta X Genshin Impact collab shoes, and the latter driven by sports leisure shoes/casual shoes and high discount promotions. Outdoor brands overall continued to perform well - Camel, Asics, Arc’teryx, Descente, and Kolon.
Consumer Electronics: Strong Budget Products
Cost-effectiveness remains the main factor in attracting consumers. Xiaomi was driven by budget Redmi series Turbo 3, K70, and Note 13. Vivo was helped by both budget (Y200 series) and premium lineups (X100 and X Fold3).
Home Appliances：Cost-effectiveness Is The Key Factor
Home Appliances showed similar trend to consumer electronics: cost-effectiveness is the key factor. Midea/Xiaomi led the sector with cost-effective products. Roborock was driven by strong promotion on JD, taking share from Ecovacs which is priced less competitively.
Sandalwood provides daily China E-Commerce sales data during the ongoing 6.18 promotion with brand and product category break down. Feel free to reach us at service@sandalwoodadvisors.com for live updates. 
