3 6 Ke·2025-05-15 10:39Core Insights - The core message of the article highlights the increasing scarcity of traffic in the e-commerce sector, prompting platforms to adopt various strategies to attract users and market share [2][10][12]. Group 1: Promotional Strategies - This year's "618" shopping festival started nearly a week earlier than last year, extending over a month, marking it as the longest "618" to date [2][3]. - Major platforms like Taobao have eliminated traditional discount methods, allowing consumers to receive discounts on single-item purchases, with discounts reaching up to 50% [2][4]. - Platforms are shifting from an "absolute low price" strategy to a "quality-price balance," focusing more on quality merchants and consumer experience [2][9]. Group 2: Market Dynamics - The competitive landscape has evolved, with platforms like Douyin and JD.com also enhancing their promotional tactics, including cash subsidies and direct discounts [6][10]. - Last year's "618" saw a decline in sales, with a total of 742.8 billion yuan, marking a nearly 7% drop, the first negative growth since the festival's inception [10][11]. - The shift in strategy reflects a broader understanding that merely competing on price is insufficient to meet diverse consumer needs [11][12]. Group 3: Collaboration and Ecosystem - E-commerce platforms are increasingly collaborating to expand their market reach, with Taobao and Xiaohongshu integrating their services to drive traffic [14][16]. - JD.com is also exploring partnerships, including a collaboration with a well-known supermarket to enhance its supply chain capabilities [16]. - The focus on collaboration rather than internal competition aims to create a more sustainable e-commerce ecosystem, allowing for shared growth and innovation [12][16].