Tmall’s 2025 618 retail event reached record highs with 453 brands surpassing 100 million RMB ($13.9 million) in sales by June 18, up 24% YoY. Top performers included Apple, Midea, Haier, Xiaomi, Huawei, Proya, L’Oréal, and Nike. High-value members (88VIP) exceeded 50 million, with members spending nearly double the platform average. Government subsidies boosted demand in home appliances and consumer electronics, driving over 9,200 brands to double sales YoY. Tmall led with a 45.3% share in home categories and 45.5% in electronics. Livestreaming surged with 81 live rooms exceeding 10 million RMB in sales.