China’s 618 Mid-Year Shopping Festival has long been one of the largest retail events in the world. But in 2025, it looked different. Rather than competing on flashy GMV numbers or celebrity livestreams, platforms like Tmall and Taobao Live are quietly shifting toward a more sustainable, quality-driven e-commerce model.
From Traffic Frenzy to Real Growth
This year, Tmall reported a 10% increase in post-refund GMV, with double-digit growth in paying users—all while toning down the noise. More importantly, its internal KPI shifted from gross transaction volume to actual merchant revenue after refunds, signaling a deep pivot from vanity metrics to real business value.
This move ends the cycle of over-incentivized “buy more to save more” promotions followed by high return rates. Instead, consumers experienced straightforward discounts, driving more confident purchasing and lowering refund-related friction.
Livestreaming Goes Premium
Once known for shouty, entertainment-driven content, livestreaming in China is evolving. In 2025, Taobao Live is leading a shift to “quality livestreaming”, focusing on:
• Professional creators over celebrity hype
• Authentic product storytelling instead of scripted promotions
• Platform-backed safeguards to protect consumer trust
The results speak for themselves:
• 81 livestream rooms exceeded RMB 100M in sales
• Store-led livestreams grew rapidly across key sectors like apparel, sports, and tech
• Over 200 niche influencers hit RMB 10M+ in GMV, many achieving 100%+ YoY growth
This marks a transition from an attention economy to a trust economy—where professional knowledge and credible products outperform clickbait.
Why This Matters to Global Brands
For international companies looking at China, Taobao Live’s strategy offers key insights:
Quality Now Beats Quantity
Especially for new-to-China or niche cross-border products, having an offline presence — even if limited — provides legitimacy. Pop-ups, co-branded events, or New Retail shelf placements inside multi-brand stores can all support digital performance.
Livestreaming as Brand Infrastructure
Especially for new-to-China or niche cross-border products, having an offline presence — even if limited — provides legitimacy. Pop-ups, co-branded events, or New Retail shelf placements inside multi-brand stores can all support digital performance.
Algorithmic Support for Good Products
Taobao Live prioritizes traffic for livestreams that feature high-quality products and excellent service, giving merchants who focus on the fundamentals a clear advantage—even without deep expertise in traffic buying.
Tools for Scalable Growth
New AI-powered livestream scripts (“AI cue cards”) help brands deliver high-quality sessions with minimal training. Taobao’s E-MAX framework further guides merchants across the full journey—from supply planning to omnichannel marketing.
The Future of Livestream Commerce in China
As livestreaming matures, the competition is no longer just for viewers—it’s for consumer trust, brand consistency, and sustainable value. Platforms that enable authentic engagement, strong conversion, and long-term loyalty are winning.
For global brands, this is a signal:
China’s e-commerce is moving beyond traffic spikes. The next wave is about ecosystem thinking, operational excellence, and quality-first growth.