"618", like "Double 11", has become an annual festival in the e-commerce industry in China. 1111 was set up by Taobao, and 618 was initiated by JD.com. 18th of June is the anniversary of JD that was founded on that date in 1998. Today 618 is a big shopping festival for all the e-commerce businesses in China.
According to official data, in the first four hours (8 pm - 12 am) of the Tmall 618 presale of May 24th the top 3 brands per category are as following: