“什么值得买”“618”开门红：“以旧换新”领跑、兴趣消费高涨、品质升级发力

Group 1: Core Insights - The consumption platform "What Worth Buying" reported a significant increase in GMV (Gross Merchandise Volume) during the "618" opening phase, with a year-on-year growth of 178.54% from May 28 to May 30 [1] - The "old-for-new" consumption policy has been a major driver, with related GMV increasing by 196.14% year-on-year, particularly in categories like home appliances, mobile communications, and residential furniture [1] - Interest consumption has seen remarkable growth, with gaming hardware GMV increasing by over 10 times, indicating a shift in consumer preferences towards quality and experience [1][2] Group 2: Specific Consumption Trends - The "old-for-new" policy has not only boosted sales of energy-efficient appliances but also promoted green consumption, with "super first-level energy efficiency" and "variable frequency energy-saving" becoming popular keywords [1] - Interest-related consumption categories such as pets, trendy toys, photography, and outdoor sports have experienced explosive growth, with pet-related products seeing GMV increases of up to 333.89% [2] - The travel, personal care, and fresh food categories also showed strong performance, with personal care achieving a 297.36% year-on-year growth and fresh food growing by 102.06%, reflecting a trend towards quality upgrades in consumer spending [3]