静悄悄的618，电商暗流涌动

Core Viewpoint - The e-commerce industry is undergoing significant changes, focusing more on user experience rather than just revenue growth [1][7]. Group 1: Changes in Promotional Strategies - Major e-commerce platforms have simplified their promotional rules, moving away from complex discount structures to straightforward discounts and offers [1][3]. - Taobao has eliminated long-standing discount rules and introduced a new "official discount" method, allowing immediate reductions on single items [3]. - JD.com has integrated various discount activities, significantly simplifying its promotional rules [3]. - Vipshop continues to emphasize simplicity with its "one item discount" approach, maintaining its competitive pricing advantage [3]. Group 2: User Engagement and Metrics - E-commerce platforms are increasingly focusing on user engagement metrics, such as user stickiness, alongside traditional revenue figures [5]. - JD.com reported a continuous double-digit year-on-year growth in active users for six consecutive quarters, exceeding 20% growth [5]. - Alibaba's 88VIP membership has surpassed 50 million, indicating strong user retention [5]. - Vipshop's SVIP active user count grew by 18% year-on-year, contributing to 51% of online sales, showcasing high user engagement [5]. Group 3: Future Outlook - The e-commerce industry is entering a new development phase where retaining users is crucial for sustainable growth amid fierce competition [7].