China: Nike, Toread lead activewear over 618
27/06/2022
Syntun’s big data analysis considered over 40 traditional e-retailers and livestreaming e-commerce platforms, including key players like Alibaba’s Tmall, plus JD.com and Douyin (TikTok). It covered 2,505 categories, 87,238 brands and roughly 20 million products in total.
According to data gathered from traditional e-commerce platforms, the sports and outdoor category ranked third overall during 618, raking in a total gross merchandise value (GMV) of $3.7 billion or ¥24.9 billion. Across the board, GMV reached $103.96 billion (¥695.9 billion), Syntun said.
The top performing sports brands for e-retailers during the festival were Nike, Li-Ning, Anta, adidas and Fila. Meanwhile, the highest-ranking outdoor brands were Toread, Camel, Pelliot, Decathlon and The North Face.
Typically considered the second-biggest shopping festival in China after Singles’ Day – also known as Double 11 – in November, 618 first took root in 2004 in celebration of the founding of JD.com on June 18, 1998.
Image: Xiaolong Wong via Unsplash.
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