当“国补”遇上618 “购物节”成释放消费潜力突破口

Group 1 - The 618 shopping festival has become a critical battleground for e-commerce platforms and brands, showcasing new characteristics such as simplified discount methods and increased consumer engagement [1][2] - Platforms have eliminated complex discount strategies in favor of straightforward "instant discounts," enhancing user experience and aligning with a more rational consumer mindset focused on product quality and value [1][2] - The integration of live streaming and short video content has led to a noticeable trend of online and offline retail convergence, promoting consumption through various channels [1] Group 2 - The extended promotional period of over a month allows for multi-scenario consumption and helps alleviate pressure on platforms and merchants, optimizing inventory and logistics [2] - Merchants are encouraged to innovate marketing strategies beyond traditional discounts, incorporating cashback, gifts, and exclusive member benefits to enhance consumer engagement [2] - The emphasis on creating unique shopping experiences, such as themed shopping festivals and the use of VR/AR technologies, aims to improve overall consumer satisfaction [2][3] Group 3 - A multi-channel collaboration approach is recommended to combine online, offline, and community group buying, catering to diverse consumer needs [3] - The focus on rational, quality, and green consumption trends encourages brands to innovate and upgrade their products, offering healthier and more environmentally friendly options [3] - Efficient financial, logistics, and after-sales services are essential to enhance the overall shopping experience and build long-term brand competitiveness [3]