JD 618 was renamed into JD 618 MID-YEAR National Shopping Festival in 2017, emphasizing the concept of “In The Middle Of The Year”. This action was also aimed at distinguishing the concept with JD’s business competitor TMALL’s shopping on “Double 11”. By this way, not only a new concept was introduced, but also the two shopping events, as well as the concepts, were separated by “TIMING”. “in the middle of the year” achieved its desired goal in the market successfully.

In 2018,JD aimed at taking a further step at consolidating the “in the middle of the year” concept in the form of creating a more continuously and inclusively online social platform based on the concept. On the platform, consumers could have a direct interaction with every brand owner and share the joy of shopping.

With the concept “in the middle of the year”, all together 12 brands promote itself within a 6.18 sec.-video for each one. Each video was filmed freely stating its own band culture, specialization and the its image among the consumers “in the middle of the year”. After reproducing and editing, 12 short videos formed into a “brand growing process” film, the concept was spread as “it’s time to enjoy the fine goods and lit the fire of love”.

JD 618 is a full aggregation platform attracting different kinds of business owners to create value. With the concept “in the middle of the year”, all together 12 brands promote itself within a 6.18 sec.-video for each one. Each video was filmed freely stating its own band culture, specialization and the its image among the consumers “in the middle of the year”. After reproducing and editing, 12 short videos formed into a “brand growing process” film, the concept was spread as “it’s time to enjoy the fine goods and lit the fire of love”.