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
E-commerce

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

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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