China Consumer Connections 618 Wrap

The 2026 618 Shopping Festival saw moderate overall GSV growth of 6% yoy. Performance was highly divergent, led by cosmetics and premium pet food, while consumer durables and home appliances remained muted.

Key Takeaways

• 1.Overall online GSV grew 6% yoy, moderating from last year's 10% yoy growth.
• 2.Cosmetics led industry performance with 15% yoy growth on Tmall/Taobao and 21% yoy on Douyin.
• 3.Pet food saw strong 48% yoy GMV growth on Tmall/Taobao, though intensified competition led to wider discounts for local brands.

Table of Contents

• Additional highlights by category
• Jewelry
• Sportswear
• Home Appliances
• Dairy and IMF
• Spirits
• Beer and F&B
• Snacks
• Pet Food

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