Sou Hu Cai Jing·2025-05-21 12:39Core Insights - The report highlights that the 618 shopping festival on Kuaishou is a significant consumption peak in the first half of the year, with a 15.9% year-on-year increase in the number of consumers during the 2024 event [1] - Key metrics during the 2024 618 period include a 11.9% increase in order volume, a 3.6% rise in active users, and an 8.8% growth in search users, indicating enhanced user engagement [1][12] - The report identifies diverse user demographics, with a notable increase in spending among women and younger (18-23) and older (50+) age groups, particularly in lower-tier cities [1][27] User Engagement and Consumption Trends - The 618 period saw a peak in consumer activity on June 18, with a notable pre-peak in user engagement leading up to the event [10][13] - Video content consumption surged, particularly in categories like short dramas, fitness, and educational content, reflecting a strong correlation between content engagement and consumer spending [15][19] - The report indicates that the overall user structure is diverse, with varied preferences across different product categories, showcasing a rich demand landscape [2] Product Categories and Spending Patterns - Top spending categories during the 2024 618 event included women's clothing, beauty and skincare, and mobile/digital products, with significant growth in health and nutrition products [23][24] - The report notes that household items, women's clothing, and personal care products had the highest consumer numbers, with some categories like baby toys and alcoholic beverages seeing over threefold increases in consumer numbers year-on-year [1][26] - Specific product categories such as smart devices and beauty products showed high growth rates in spending, indicating shifting consumer preferences [23][24] Regional and Demographic Insights - The report emphasizes that female users are the primary consumers during the 618 event, with a TGI (Target Group Index) of 111.9, and highlights the strong purchasing intent among older and new-line city users [27] - Key provinces contributing to consumer numbers include Hebei and Shandong, with distinct consumption preferences noted in Inner Mongolia and Northeast China [27][29] - The fastest-growing consumer segments are the 18-23 age group and the 50+ demographic, with significant growth potential observed in southern and central regions [29]