史上最长“618”，白酒电商已“无感”｜焦点

Core Insights - The 2025 "618" e-commerce event has set a record for its duration, lasting 37 days from May 13 to June 18, but has seen a decline in consumer enthusiasm and merchant participation compared to previous years [2][3] E-commerce Trends - The current "618" event is characterized by a focus on straightforward discount rules, replacing complex "full reduction" strategies with simpler "direct discounts," aiming to stimulate consumption [3] - Major beneficiaries of this year's "618" include home appliances and consumer electronics, while the white wine category has notably lost its previous popularity [3][4] White Wine Market Dynamics - White wine sales have not featured prominently in the initial sales reports, indicating a significant drop in consumer interest [3][4] - The overall transaction volume for white wine on platforms like Meituan has seen a dramatic increase, with a reported 200-fold growth year-on-year, but this is contrasted by a general decline in participation from white wine merchants [4][8] Merchant Sentiment - Many white wine merchants are losing interest in participating in major e-commerce promotions like "618," preferring to focus on regular promotions or traditional holiday sales [8][9] - The sentiment among merchants is that the extended duration of "618" has diluted its promotional impact, leading to a lack of excitement and lower expectations for sales outcomes [8][9] Pricing and Supply Control - The white wine industry is experiencing a trend of supply control, with manufacturers tightening online supply to stabilize prices, following previous price instability during past promotions [9][10] - Prices for major brands have been observed to decrease during the "618" event, with significant discounts being offered across various platforms [10][13] Conclusion - The white wine sector is facing challenges in adapting to the evolving e-commerce landscape, with a shift in focus towards regular sales strategies rather than reliance on large promotional events [8][9]