Qiangdong Liu, CEO of JD.com, raises his armsprior to the opening of the Nasdaq market, in New York. JD.com, China's No. 2 e-commerce service, is headquartered in BeijingWall Street IPO JD.com, New York, USA

Chinese online players Alibaba’s Tmall and JD.com are no longer satisfied with just having one shopping festival. And this year, JD.com set a new record for the midyear 618 shopping event.

JD.com saw a total transaction volume of 205.1 billion renminbi, or $298.3 million. The company topped its 2018 record of 159.2 billion renminbi in nine hours and 43 minutes.

Tmall has not yet revealed a total number, but did disclose that more than 100 brands surpassed their Singles’ Day record and 110 brands reached 100 million renminbi in sales. Its Luxury Pavilion saw a 130 percent increase in sales, while the number of participating brands doubled.

The 618 shopping festival was set up in 2010 by JD.com to rival Tmall’s Singles’ Day — June 18 being the day Richard Liu founded JD.com in 1998. Over the years, it has become an event that both parties engage in.

Fashion was a strong performer. JD.com revealed that over the first 10 minutes, sales of men’s apparel and jewelry increased by 200 percent, while over the first 30 minutes sales of cosmetics increased by 170 percent and sales at JD.com’s sports unit increased by 120 percent year-over-year.

Surprisingly, more male consumers were buying cosmetics than female buyers. Sales of male skin-care products increased by 410 percent in the first hour, compared with the same period last year.

Sales of perfume and makeup increased by 195 percent, sales of facial skin-care products increased by 157 percent, sales of facial essence increased by 245 percent and sales of foundation increased by 487 percent over the same period last year.

Sales of fashion at Tmall increased 266 percent in the first hour. Outdoor sportswear sales surpassed 100 million renminbi in less than a minute, while men’s and women’s wear reached that number in two and seven minutes, respectively.

Comme Moi, a women’s wear brand founded by former model Lv Yan, reached her 2018 sales number in one minute, while Mark Fairwhale, a Chinese men’s wear brand and the L Catterton Asia-backed GXG surpassed their previous records within 10 minutes.

The shopping festival provided a boost to both companies’ stock. JD.com gained 3.6 percent to $28.31 and Alibaba moved ahead 3.7 percent to $165.86 at press time.

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