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Predictions Festival Banner takes record $24.7bn in sales during annual 6.18 shopping festival records record high of $24.7bn in 6.18 sales, China’s second largest e-commerce company, made $24.7bn in sales during its annual 6.18 shopping festival, a record high for the company.

The sales figure puts it just behind the $25.3 bn in gross merchandise volume that e-commerce rival Alibaba collected in its annual 11.11 Singles Day sales.

The 18-day shopping event was the first to feature JD’s ‘boundaryless retail’ experience which combines online, offline and virtual shopping.

The event incorporated pop-up shops in 30 cities where consumers could sample foods, test home appliances and try on clothing. According to JD, more than 43 million people visited the stores online, with participating brands reporting massive spikes in sales during the sales event.

Consumers also embraced JD’s augmented reality technology, with 70% of customers who purchased colour contact lenses using JD’s AR Styling Station to first test the look on their faces.

JD’s ‘boundaryless retail’ experience is part of the company’s strategy to leverage its smart supply chain and technologies to create a sustainable future for the retail industry.

The strategy is similar to Alibaba’s new retail positioning which also aims to merge the online and offline shopping experiences to enhance the retail experience for customers.

Earlier this week, announced a partnership with Google to develop "next generation" retail services.

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