DE4CC0DE-5FC3-4494-BCBF-4D50B00366B5 Sales During China Shopping Festival Better Than Expected: Analysts

By Reuters
Share this article Sales During China Shopping Festival Better Than Expected: Analysts

Sales on's e-commerce site during China's mid-year shopping festival - the first major shopping event since the country's reopening - grew more than expected, brokerages said. saw sales rise 6% to 8% over the 618 festival period that ran from late May through to Sunday evening, according to a client note from Citi analysts. That beat Citi's expectations of 2-5% growth.

That estimate was, however, still less than 10.3% growth for's gross merchandising value (GMV) logged last year and 27.7% growth in 2021.

The festival, named after the founding date of but embraced by all e-commerce platforms, is a key barometer of Chinese consumer spending.

'Record Sales' has said it will not release its GMV figures for the festival period this year, only noting that sales hit a record - a milestone which was expected. Alibaba has also stopped releasing GMV figures for the so-called Singles Day shopping festival period in November in the face of slowing sales.


The festival period this year was marked by fierce competition, with online platforms offering billions of yuan in coupons and subsidies to entice Chinese consumers to spend.

Post-Pandemic China

Subdued sentiment among shoppers, worried about the job and property markets, bodes ill for China's post-pandemic recovery, which is already losing steam.

Retail sales climbed 12.7% in May, missing a consensus estimate of 13.6% growth and slowing from 18.4% growth in April.

Goldman Sachs analysts said in a client note said sales during 618 "slightly" exceeded expectations, while Jefferies analysts said the event "surpassed expectations and set new records." Neither provided numerical estimates.


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