Chinese e-commerce platform JD is set to kick off its mid-year shopping event at 8 p.m. on May 31, with the company branding it under the theme of “quality and affordability” as price remains a sensitive factor for local consumers. JD has also dropped its presale period for this year’s 618 festival, in a similar move to rival Taobao, with the two online retail giants looking to follow common competitor Pinduoduo’s more straightforward shopping experience. In an announcement made by the Beijing-based company, the shopping spree will kick off with a “10-billion yuan discount day,” and low price-focused activities will continue throughout the sales promotion period, which will last for more than two weeks. [JD, in Chinese]Related