As China’s e-commerce landscape matures, the first half of 2025 has marked a significant shift. It’s no longer just about promotional battles or sales volume. Instead, the market is undergoing a full-scale transformation—spanning consumer behavior, platform mechanics, and the broader retail ecosystem.
Diverse Platform Models Are Redefining the Market
Traditional platforms focused on physical goods, such as Alibaba, JD.com, and Suning, remain dominant. However, service-based e-commerce—including food delivery and travel—has seen rapid growth. Meanwhile, social commerce platforms like Pinduoduo and Xiaohongshu, as well as buyer-driven and affiliate shopping channels, are gaining ground.
By integrating content, social engagement, trust, and efficiency, these emerging platforms are carving out distinct value propositions.
618 Emerges as a Strategic Benchmark for China’s E-commerce Platforms
In 2025, the 618 Shopping Festival broke records with a 37-day promotional period—the longest in its history. More than just a sales event, it marked a comprehensive upgrade in platform capabilities and user experience.
- Simpler Discounts :Tmall eliminated complex “full reduction” rules and introduced straightforward official price cuts. These discounts could be stacked with store-level promotions, making it easier for consumers to understand the value at a glance and shop with confidence.
- Streamlined Shopping Journey :Merchant participation became more flexible, allowing real-time adjustments to promotional products. For consumers, fewer steps were required to browse and purchase, resulting in a faster and more convenient shopping experience.
- Enhanced Service Guarantees : Platforms strengthened price monitoring to ensure transparency during the promotion. The price protection period was extended, giving shoppers greater peace of mind. A new “Add When Sold Out” feature allowed users to add out-of-stock items to their cart and receive restock alerts—further improving the overall experience.
- Rise of Instant Retail :Services like 30-minute delivery broke traditional time barriers, catering to the growing demand for “buy now, get now” convenience.
China’s E-commerce Users Embrace Rational Consumption
Despite a cautious economic climate, chinese consumers are becoming more discerning—focused on saving money while choosing quality products. In 2024, household savings in China rose by 10%, signaling a gradual recovery in financial confidence. According to the National Bureau of Statistics, China’s GDP grew by 5.4% year-over-year in Q1 2025, reinforcing a steady economic rebound and supporting consumption growth.
Demographic Shifts Unlock New Market Opportunities
- Boom in Baby & Childcare Economy : A new generation of parents is prioritizing high-quality parenting. With grandparents actively involved, demand for upgraded baby products and services is accelerating.
- Silver Economy Gains Momentum : The population aged 65 and above continues to grow. With strong purchasing power, this group is driving demand for age-friendly products and services.
Urban Dynamics Reshape Consumer Behavior
- In Tier-1 Cities Professionals are placing greater emphasis on well-being and quality of life, fueling growth in health, wellness, and lifestyle categories.
- In Lower-tier Cities Young consumers are eager to catch up with metropolitan trends. As a result, fashion and trend-driven purchases are surging.
Winning Strategies for Brands on China’s E-commerce Platforms
Stay Aligned with Macro Trends and Understand Consumer Needs
China’s emerging middle class is expanding rapidly. These consumers are both rational and eager for self-fulfillment. In an era of information overload and fast-paced AI innovation, they seek simple shopping experiences and high value for money. Brands must stay alert to shifts in consumer psychology and market dynamics—and respond to core needs with precision.
Leverage Platform Evolution to Accelerate Digital Transformation
E-commerce platforms are evolving from promotion organizers to operational enablers. To stay competitive, brands must quickly adapt to changing platform rules and use AI-powered tools to boost efficiency and reduce costs.
Deepen Category Value to Meet Layered Demand
Consumer expectations are becoming more diverse. Beyond product functionality, they now care about emotional resonance, health benefits, and perceived value. Brands should closely track changes in niche markets and consumption scenarios, then craft targeted growth strategies that resonate across multiple levels.
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Success Story: Kuaishou E-commerce Shines During 618 Festival
According to the 2025 Kuaishou E-commerce 618 Consumption Trend Report released by CCTV Market Research and Kuaishou, this year’s 618 campaign delivered impressive results, with strong consumer engagement across the board. By leveraging creative content and a diverse range of promotional formats, the platform successfully sustained long-term user activity.
Consumers were impressed by the straightforward discount structure, fresh product launches, and simplified rules. Compared to 2024 and other promotional events, the 2025 Kuaishou 618 stood out for its powerful brand lineup and high emotional resonance, earning greater trust and preference from shoppers.
Live streaming, product reviews, and unboxing experiences played a key role in guiding consumer choices. Kuaishou’s innovations in live stream editing and short-form storytelling gave the platform a unique edge in shaping buying behavior.
Future Trends in China’s E-commerce Market
In the first half of 2025, China’s e-commerce market has entered a phase of rational recovery and structural transformation. Platforms are streamlining processes to enhance efficiency and user experience. Meanwhile, brands are striving to rebuild trust and deliver genuine value. Consumers, in turn, are shifting from impulsive buying to more thoughtful, self-fulfilling shopping behaviors.
E-commerce is no longer just a sales channel—it has evolved into a dynamic ecosystem that connects brands with consumers. For brands, understanding these trends means gaining strategic control over future growth.
As a digital marketing expert deeply rooted in the Chinese market, STAiiRS is committed to helping brands capture market signals with precision, optimize strategic planning, and achieve sustainable growth. We welcome you to connect with us and unlock new success in China’s next-generation e-commerce landscape.
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