The “618 Shopping Festival” in China this year started on May 13 and is being called the “Longest 618 in History.” However, this time, the spotlight is no longer on the top anchors. Live streamers have expressed that “this year’s 618 is quite dull.” Analysis suggests that in recent years, many popular livestreaming hosts in China have experienced damage to their personal image due to various incidents, leading many companies to reduce their reliance on these hosts and instead focus on selling innovative products.
According to a report by Jiemian News, when discussing the livestreamed sales during the 2025 618, a livestreaming industry practitioner lamented, “This year’s 618 is quite lackluster.”
As the once captivating performances in livestreaming rooms gradually lose their appeal to consumers, the major anchors in the shopping festival also grow increasingly silent. On one hand, top MCNs (Multi-Channel Networks) have rarely publicized the performance of their core IP livestreams, instead emphasizing the sale of vertical accounts and innovative products; on the other hand, popular streamers like Xinba, Li Jiaqi, and Dong Yuhui only make appearances during crucial sessions, with a reduction in the frequency of their livestreams.
For a long time, the sales ranking during 618 was a symbol of a host’s strength. However, compared to the peak period, the current situation in the industry is that major anchors are shifting to backstage roles, and the MCNs behind them are also seeking new directions.
This is one of the outcomes of the peak competitiveness in traffic.
Based on the sales situation during this year’s 618, the responsible person at Xuanxuan concluded that from the consumer perspective, rational consumption has become mainstream. Consumers are no longer blindly following trends or hoarding goods but are considering the functionality, quality, and relevance to their own needs, focusing on practicality and experience.
A vice president of an MCN company stated that livestream hosts now need to transition from being “traffic bearers” to being product explainers. The assessment criteria for hosts now include a measure of professionalism in product explanation.
This year’s China’s “618 Shopping Festival” not only saw fewer appearances by popular livestream hosts but also witnessed simplification of promotional rules across various e-commerce platforms.
Cui Dongsheng, vice president of “Making Friends” in livestream rooms, emphasized that one of the most noticeable changes in this year’s 618 is the streamlining of platform rules. Various e-commerce platforms have simplified their promotional regulations, with platforms like Taobao Tmall discontinuing complicated cross-shop offers like “get 20 off on orders over 200” and opting for more straightforward “official discounts” or “direct price reductions.” Furthermore, platforms are no longer solely focusing on “lowest price across the network” but shifting their focus towards enhancing quality and service. In this trend, the industry is more about competing on product variety rather than just traffic. This year, “Making Friends” began preparing for the 618 product mix in February, doubling the investment compared to last year.
The report suggests that the gradual disappearance of popular livestream hosts during the “618 Shopping Festival” may mark a turning point in the livestream-driven shopping ecology, where livestreaming can no longer symbolize mythology, and MCN companies must adapt to these changes.
According to a report by the First Financial Network on June 18, a courier industry practitioner commented on this year’s 618, saying, “We basically didn’t have much overtime.”
Fu Xiaolei, the person in charge of the Jitou Yiwu Market, stated, “The start of the second round of promotions this year was the same time as the first round last year.” This year’s 618 promotion cycle extended to a month, divided into three rounds, similar to the rhythm of last year’s Double 11 promotion. Based on the experience of Double 11, the peak after the first round of promotions was the busiest, followed by two more stable rounds. Because of the longer period for this year’s 618 activities, the peak points are relatively dispersed. As of now, after about four to five days in mid-May, the order volume has returned to normal.