Why it matters: The 2025 618 shopping festival saw China’s major e-commerce platforms revamping their promotional strategies to simplify discounts, strengthen price guarantees, and introduce innovative marketing tactics. These changes aim to enhance consumer experience and boost merchant confidence in one of the country’s largest annual sales events. JD.com: JD.com’s 618 campaign is split into a preheat phase from May 13 to 28 (“Heartfelt Shopping Season”) and the official event starting May 31. A key feature is the “Trial Festival,” encouraging consumers to try products before buying through free giveaways, one-yuan trials, and 6.18 yuan (~$0.90) bundles, helping brands build trial user bases. PDD: PDD’s 618 event runs from May 13 to June 20, starting a week earlier than last year.