China's 618 mid-year mega online shopping festival happened during the past few weeks. We have summarized the latest features, and check it out!
1. Video channels are getting popular to expose the promotion campaign
WeChat Video Channel launched its first-of-a-kind 6.18 Livestreaming Festival on May 31 and has attracted big brands such as Estée Lauder, Kiehl's, Decathlon, BELLE to launch live stream campaigns. Also, Douyin has been officially involved in the 618 e-commerce event for the first time.
2. Digital YUAN/RMB – the new added monetary incentives
Tech giants, this time with local banks and the government, promoted the digital Yuan as the new monetary incentive to encourage consumption during 618. For instance, Shenzhen's local government distributed the red packets worth millions of RMB via the local delivery App to promote the use of digital Yuan.
3. Campaign exposure in the metaverse
Digital giants are transferring their campaigns from reality to a digital world. The e-tailer is reportedly launching the 'metaverse mall' to upgrade the online purchase experience to the next level. From the latest VR shopping buy plus the TaoBao Life's avatars, the Metaverse Mall is said to ensure that immersive shopping is achieved without needing external devices.
4. Digital Collectible as the new commodity to purchase
The flagship store of the top ten worldwide museums and libraries, such as Louvre Museum, National Library of China, etc., debut their digital art collectibles with a total piece of 25,000 on Tmall.
