Tmall Releases 2025 618 Presale Report

This year’s 618 has launched earlier than ever, as China’s major e-commerce platforms race to recapture consumer attention in a market increasingly defined by caution, fatigue, and practical spending.

Tmall, JD.com, and Douyin all kicked off their presale events on May 13—five days earlier than last year—signaling a shift in tempo from all sides of the ecosystem. But in today’s promotional climate, first-mover advantage is no longer a sure bet. Presale data now serves as an essential compass, giving platforms and brands time to refine their messaging before the final sales push.<