Alibaba: In 2024, Tmall 618 sales started in 4 hours, 59 brands achieved sales of over 100 million yuan, and 376 items achieved sales of over 10 million yuan

Tmall 618 officially started selling. As of 0:00 on May 21, in just 4 hours, 59 brands had sales exceeding 100 million yuan, and 376 items had sales exceeding 10 million yuan. Tmall 618 cancelled pre-sales for the first time, and spot sales exploded immediately.

This year, Tmall has invested unprecedented resources. On top of the 50 yuan discount for every 300 yuan spent and the official 15% discount, it has also invested an additional 15 billion yuan in red envelopes. In terms of merchant services, Tmall has also introduced a huge number of star maps and upgraded its cooperation with more than 200 Internet platforms such as Tencent Advertising, Zhihu, and Bilibili to enhance merchants' ability to acquire customers across the entire network. The number of visitors to the venue increased 14 times compared with last year's 618 venue.

Before the 618 sale starts, 88VIP coupons of 400 off for purchases over 5000 and 100 off for purchases over 1200 were issued in advance. The 10 billion subsidy "Family Bucket" subsidized the prices of authentic top products such as Apple, Dyson, Estee Lauder, and Helena Rubinstein to 20% of the lowest price on the entire network.

The sale went on at 8 p.m., and the first batch of "King Bomb Family Bucket" was sold out within 1 minute, driving the GMV of the 10 billion yuan subsidy to increase by 596.5% in the first hour of sale compared with the same period last year.

The sales of 28 brands exceeded 100 million yuan within one hour of the launch. Driven by the 2,300 yuan drop in the price of iPhone 15, Apple's sales exceeded 1.5 billion yuan in the first hour, and sales of seven brands including Huawei, Xiaomi, vivo, Lenovo, and Honor also quickly exceeded 100 million yuan.

Compared with the first day of Tmall 618 last year, the sales of alcoholic beverages through live streaming increased by more than 1,300%, driving the growth of the liquor industry by 147%. On the night of the launch, nearly 30 Taobao alcoholic beverage live streaming rooms were launched at the same time. The new vertical category expert Jiumeimei made over 100 million yuan in sales in just 43 minutes, and the sales volume reached 170 million yuan in 4 hours.

In the four hours, 11 beauty brands achieved sales of over 100 million yuan, and PROYA's sales exceeded 470 million yuan. 118 items achieved sales of over 10 million yuan.

Within 4 hours of the start of the sale, home improvement, home appliance brands exploded, with sales of 23 brands including Dyson, Haier, Hisense, Xiaomi, Lin's Home Furnishing, and Quanyou exceeding 100 million yuan, and 119 items exceeding 10 million yuan in sales.

Luxury brands such as Miu Miu, Valentino, Marni, Lemaire and others achieved sales in just one hour that exceeded the entire day of sales last year.

Zikuai Technology