The rapid growth of the pet economy has transformed the annual 618 mid-year shopping festival into a crucial battleground for e-commerce platforms and pet brands competing for market share. This year's 618 promotion officially began at 8:00 PM on May 31, with platforms releasing opening sales reports that demonstrate both the strong growth momentum of the pet consumption market and the intensity of brand competition.
JD.com: Freeze-Dried Food Emerges as Top Performer
JD.com's data reveals that within the first five minutes of the promotion, sales of freeze-dried pet food had already surpassed the total from the first 28 hours of last year's event, indicating consumers' strong demand for high-quality, convenient pet food products. Within the first 10 minutes of opening day, flagship stores of brands including Royal Canin, pidan, and Pure&Natural saw sales increase by more than 800% year-over-year, demonstrating significant brand recognition effects.
Among individual products, star items like Orijen Chicken Formula 5.4kg cat food and Acana Grasslands 5.4kg recorded 225% year-over-year sales growth between 8:00 PM and 8:10 PM on May 31, showing sustained consumer preference for established, well-reviewed products.
JD.com's POP store cumulative sales ranking attracted considerable attention. As of 6:50 PM on June 1, pidan's flagship store topped the list, followed by Myfoodie Official Flagship Store, Careness Flagship Store, Afei & Badi Flagship Store, NetEase Yanxuan Pet Flagship Store, Bosimao Pet Life Official Flagship Store, Jishitongguang Pet Store, Huayuan Pet Supplies Store, and Dream Cat JD Self-operated Flagship Store. This ranking reflects brands' comprehensive operational capabilities and consumer recognition on JD's platform.
Tmall: NetEase Yanxuan Leads as Emerging Brands Gain Traction
Tmall's four-hour opening report for the pet industry showed NetEase Yanxuan achieving the highest GMV among pet brands, demonstrating its strong brand influence and market appeal. Following brands included Truth Pet Food, Blue Buffalo, Instinct, Orijen, Freshlike, Royal Canin, pidan, Myfoodie, and Acana. Notably, emerging brands like Truth Pet Food, Blue Buffalo, and Freshlike delivered impressive performances, signaling their rapid market ascent.
In the four-hour store sales GMV ranking, NetEase Yanxuan's flagship store again claimed the top position, reaffirming its leading status on Tmall. Truth Pet Food Flagship Store, Blue Buffalo Flagship Store, Freshlike Flagship Store, pidan Flagship Store, Ziwi Flagship Store, Royal Pet Food Flagship Store, Afei & Badi Flagship Store, Myfoodie Flagship Store, and Nutram Flagship Store rounded out the top ten, highlighting different brands' diverse strategies in store operations and product promotion.
Brand Performance: Multi-Platform Success and Record Sales
Beyond platform reports, major pet brands released their own 618 opening sales results, showcasing individual achievements. Brands including Myfoodie, Ocean Star, Jueyan, and Crazy Puppy achieved significant growth across different platforms.
On JD.com, Ocean Star surpassed its entire 2022 618 sales within the first 10 minutes, while Freshlike exceeded last year's full promotion period sales in just 20 minutes. Brands like pidan and Hell's Kitchen outperformed their 2022 single-day sales within the first 10 minutes, and Myfoodie surpassed its previous year's full-day sales in one hour.
On Tmall, brands including Paté, Freshlike, and K9 exceeded their 2022 opening day sales within 30 minutes, while emerging brands like Vital Essentials and Tank & Hippie surpassed their previous opening stage totals within one hour, demonstrating their substantial growth potential on the platform.
The 2023 618 pet e-commerce market has seen exceptionally fierce competition, with platforms and brands actively innovating marketing approaches, optimizing product structures, and improving service quality to attract consumers. As the promotion continues, the pet e-commerce market is expected to experience even more intense competition and accelerated development.