618 is a HUGE event, and it’s well underway. With pre-sales beginning in late May on most platforms and special promotions even after the “main event” on June 18th. Brands have allocated their budgets… and here’s how they plan to spend them.
Kwai - ¾ of the companies participating in Kwai’s 618 event locked their budget allocation below 5%.
PDD - More than half of the companies plan to spend less than 5% of their total budget on PDD.
Douyin - Among companies participating in Douyin’s 618 activities, more than ¼ of them have reserved 20%+ of their budget for the platform.
Tmall - More than half of the respondents plan to allocate 30%+ of their marketing budget on Tmall during this year’s 618 Carnival. Among them, 10.6% of the companies will focus 80%+ of the budget on Tmall.
Any surprises here? If you’re participating in 618, does this line up with your own experience?