Taobao HK bets big on midnight launch and service upgrades

As the 618 shopping festival approaches, Taobao Hong Kong said it will go beyond the tradition this year by adopting a “midnight launch, no pre-sale” (0點開賣、無預熱) strategy.

Meanwhile, 31 May will mark the launch of three key services: the official rollout of Tmall Supermarket Hong Kong's "next day delivery" (明日達) service, a comprehensive upgrade of the "returnable in HK" (HK可退) service for apparel categories, and direct shipping for selected large furniture items to Hong Kong.

With a "midnight launch, no pre-sale" strategy, this year's Taobao 618 festival allows users to enjoy instant discounts. The campaign has two phases. The first, "618 early access" (618搶先購), runs from 12am on 21 May to 11:59pm on 30 May, offering direct shipping of in-stock items. Customers can enjoy at least 15% off, stackable with platform vouchers for up to 27% off.

The second phase, the “618 carnival” (618狂歡節), runs from 12am on 31 May to 11:59pm on 21 June. It covers a full range of product categories and is backed by three major service upgrades, offering a significantly enhanced shopping experience.

Speaking to MARKETING-INTERACTIVE, Ding Zhen Cai, general manager of Taobao Tmall Hong Kong and Macau, revealed that the digital push will be anchored by experiential offline activations. The eCommerce giant will deploy mobile experiential trucks across Hong Kong to give consumers hands-on product interaction, while collaborating with local lifestyle influencers for unboxing campaigns to validate Tmall Supermarket's efficiency.

The three core service upgrades

As part of the three major service upgrades, Tmall Supermarket promises next-day delivery for orders paid before 4pm, and delivery the following day for orders paid after 4pm, barring exceptional circumstances such as severe weather. All products are 100% authentic, backed by a "fake goods,10 times compensation" (假一賠十) policy, and select items ship free to Hong Kong with no minimum order required.

Ding said unlike local supermarket delivery services, Tmall Supermarket mainly sells products that are well-known in mainland China, most of which are daily necessities, with warehouses distributed across various cities in the Greater Bay Area.

Regarding the recent supermarket competition in the Hong Kong market, including mergers and acquisitions, Ding said that there are currently no offline acquisition moves, and future actions require further consideration. He added that past shipping and consolidation to Hong Kong often faced delivery time issues, so the current focus is on addressing user pain points and needs through Tmall Supermarket's self-operated model.

Starting in June, Taobao Hong Kong will offer free return shipping for apparel, with local drop-off or collection options. Over 10 million large furniture items will also ship directly to Hong Kong, with typical delivery costs of just a few hundred dollars.

Offline integration and launch of universal benefits

Taobao Hong Kong is further integrating online and offline experiences during this 618 shopping festival, while working with brands to offer exclusive benefits. Popular brand flagship stores such as COS, H&M, Forever 21, Gap, SPAO, moussy, Staccato, and Aape, provide direct shipping to Hong Kong with free shipping on any single item, allowing customers to conveniently purchase international fashion items.

Meanwhile, Taobao provides weekly updates every Monday on popular and trending products in Hong Kong to offer lifestyle and outfit inspiration. The goal is to help customers explore styles while also taking advantage of 618 discounts.

Beyond service upgrades, Taobao Hong Kong is offering cashback and other benefits, including sitewide discounts that can be combined with platform vouchers for even greater savings. The platform has also upgraded its Taobao Coins (淘金幣) rewards with a subsidy, allowing users to earn coins through daily check-ins and redeem them for cash discounts on orders. 

For payment promotions, customers using Octopus, PayMe, or installment payments with selected credit cards and Ant Bank PayLater can enjoy various instant discounts and coupon rewards.

MARKETING-INTERACTIVE has reached out to Taobao for more information. 

Don’t miss: Ambassadors carrying giant 618 paper bags part of Taobao HK's guerilla marketing stunt

The 618 shopping festival is one of the key sales initiatives for Chinese eCommerce platforms, aimed at attracting shoppers through exclusive deals and limited-time offers centred around 18 June, a date that originated from JD.com’s founding anniversary and has since become a major eCommerce sales period in China.

Back in June last year, Taobao Hong Kong launched a 360-degree marketing campaign themed "做人夠淘氣 先至有『利』可淘" to highlight the 618 deals and year-round 88VIP member privileges as part of this year's 618 festival. On the weekends in May and June 2025, a team of Taobao ambassadors paraded around Hong Kong’s central business districts carrying a giant Taobao paper bag and giving away souvenirs, together with a limited edition of "Tao Magazine", to spark excitement and boost brand awareness for the 618 campaign.

Mark your calendars for 24 June! #Content360 Hong Kong returns with a dynamic, one-day event dedicated to pivotal trends—from the silver economies to breakthrough IP collaborations, sports, and beyond. Let's dive into the art of curating content with creativity, critical thinking and confidence!

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