The first “Brand and Quality Online Shopping Festival” will be held on April 28-May 10, aiming to promote brand consumption and quality consumption, meet people’s needs for better life and actively cultivate new growth points of consumption.

This event follows the "organization and guidance of the government and the market-oriented operation of enterprises", and is organized and guided by the MOFCOM Department of Electronic Commerce and Informatization and the Department of Market Supervision of the State Post Bureau, and actively assisted by the China Consumers Association. As the main implementing entities of the event, e-commerce and postal express enterprises unify time, identification, action and promotion. Participants of this online shopping festival are 10 e-commerce enterprises including Alibaba, Jingdong, Suning, NetEase, Gome, Vipshop, Jumei, Xiaohongshu, Womai and Shixingshengxian.

The event has the following features. First, participants are carefully selected. Based on the principle of voluntary participation and selective preference, we select e-commerce demonstration enterprises which have various types of products, wide coverage, and good service reputation and mainly sell physical goods. Second, quality goods are carefully selected. The e-commerce platform relies on advanced technologies such as big data to conduct in-depth analysis, select high-quality, safe and affordable products, and strictly examine the brand and quality. This event is not a promotion for the “whole products” on the “whole internet”. It does not pursue “height and weight” but focus more on “quality and fitness”. Its purpose is to promote consumption upgrading. Third, improving consumer experience is put in the first place. To provide consumers good shopping experience, all e-commerce platforms make commitments to law abidance and compliance, offer real discounts in the promotion, and give consumers confidenc　e and true benefits when shopping. They cooperate with express delivery companies to ensure that the express can be delivered well and fast, improve the efficiency of complaint handling and protect the legitimate rights and interests of consumers.

At present, the preparatory work for the “Brand and Quality Online Shopping Festival” is being carried out earnestly and orderly.