#618

The extended “618” shopping festival saw a surge in consumers utilizing interest-free installment plans, reflecting a trend toward “efficient” spending. A 19% YoY increase in installment plan use was observed, fueled by government subsidies and merchant offerings. Longer-term plans saw higher adoption. This trend extends across various product categories, including electric vehicles, leading to sales growth. Regionally, financially aware areas like Guangdong and Zhejiang led in installment plan usage, with varying product preferences by region. This strategy benefits both consumers and merchants, boosting sales and market activity.

Bilibili’s 2025 “618” shopping festival saw significant growth, with advertising revenue from product sales up 41% year-over-year. The platform leveraged content creators (UP hosts), “Open Loop” strategy, and AI-powered tools to drive sales, particularly in digital and home appliance categories, boosted by government subsidies. Increased creator engagement, strategic partnerships, and AI-driven advertising optimization contributed to the festival’s success, attracting more advertisers and driving impressive results for brands like Lenovo and Autofull.