“这就开始了”？！今年618来得有点“突然”，玩法更简单了

Core Insights - The 618 shopping festival has started earlier this year, with platforms like Tmall and Douyin launching promotions on May 13, while JD.com has divided the event into two shopping seasons [3][4] - The simplification of promotional strategies, such as eliminating the need for bundling purchases and offering direct discounts, has made it easier for consumers to engage in shopping [3][4] - The focus this year is on mutual benefits for both consumers and merchants, with platforms providing various incentives and support to enhance sales and customer satisfaction [5][12] Consumer Engagement - Consumers are showing enthusiasm for straightforward discounts and immediate benefits, preferring visible savings over complex promotional strategies [3][4] - Tmall's approach includes a direct discount of 15% on products, along with additional coupons and live stream red envelopes [4] - JD.com has introduced various promotional tactics, including "full reduction" coupons and integrating national subsidies to enhance consumer appeal [4][5] Merchant Support - Platforms are implementing merchant-friendly policies, such as JD.com's "no registration" mechanism, which automatically matches eligible products with traffic and search resources [5][10] - Enhanced tools for merchants, like the "exceptional order rejection" feature, aim to streamline the handling of abnormal orders during the busy shopping period [10] - Other platforms like Douyin and Kuaishou are also offering promotional strategies and support resources to help merchants reach consumers effectively [10] Industry Trends - The current focus is on a healthier and more sustainable growth model, moving away from aggressive price wars and towards a balanced ecosystem that benefits both consumers and merchants [12][13] - Multiple layers of subsidies from the government, platforms, and merchants are expected to stimulate consumer spending and enhance market confidence [13] - The emphasis on quality and value over sheer transaction volume indicates a shift in the industry towards more responsible and sustainable practices [12][13]