618 is Coming. What Can We Tell from the Sales of the Past 2 Years?

Over the past two years, the top-selling categories in the food and drinks sector during China's 618 shopping festival have shifted slightly but primarily focused on health-oriented and convenient food options.

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In 2022, the most significant sales were seen in household appliances and electronics, but notable mentions for food-related categories included frozen food and ready meals, which experienced a significant year-on-year increase of 27.5%. This rise was driven by the expansion of immediate consumption delivery services like JD.com's JD to Home (Focus - China Britain Business Council).

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In 2023, the trends evolved further. Nutrition and healthcare products saw a substantial increase, with gross sales reaching RMB 8.8 billion during the festival. This category benefited from a heightened public awareness of health, leading to increased sales in dietary health products and medical equipment. Additionally, sports and outdoor products continued to perform well, indicating a growing consumer interest in an active lifestyle.

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These shifts suggest a broadening in consumer preferences, focusing not just on immediate consumption but also on long-term health and wellness trends, which have been amplified by the global health circumstances over the past few years. For instance, Tmall: coenzyme products and medical instruments saw substantial sales increases. The platform experienced a growth of 91% in coenzyme products turnover and 41% in medical instrument sales; JD.com: excelled particularly in categories like health products and luxury items. The health service orders rose by 186% year over year during the pre-sale period.