JD.com’s headquarters in Beijing is decorated with banners to celebrate the company's 17th anniversary and the country's first big online shopping festival since the pandemic outbreak. Photo: Minghe Hu JD.com’s headquarters in Beijing is decorated with banners to celebrate the company's 17th anniversary and the country's first big online shopping festival since the pandemic outbreak. Photo: Minghe Hu
JD.com’s headquarters in Beijing is decorated with banners to celebrate the company's 17th anniversary and the country's first big online shopping festival since the pandemic outbreak. Photo: Minghe Hu

Thanks to live-streaming craze, China’s midyear shopping festival has moved beyond e-commerce

  • China has become an influencer economy with almost all online consumers buying products based on recommendations by their idols
  • For more than 10 years the midyear shopping festival has been a sales boost for e-commerce players like JD.com, Pinduoduo and Alibaba

Topic |   E-commerce
JD.com’s headquarters in Beijing is decorated with banners to celebrate the company's 17th anniversary and the country's first big online shopping festival since the pandemic outbreak. Photo: Minghe Hu JD.com’s headquarters in Beijing is decorated with banners to celebrate the company's 17th anniversary and the country's first big online shopping festival since the pandemic outbreak. Photo: Minghe Hu
JD.com’s headquarters in Beijing is decorated with banners to celebrate the company's 17th anniversary and the country's first big online shopping festival since the pandemic outbreak. Photo: Minghe Hu
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