618调查：狂欢潮下的中小商家

Group 1 - The 618 e-commerce promotion has been extended to nearly 40 days, starting from May 13 to June 20, with notable changes in promotional strategies across platforms [1][2] - Tmall has replaced the traditional "full reduction" method with "official reduction," simplifying the discount process for consumers, while JD.com has integrated various discount strategies, intensifying competition [1][2] - Xiaohongshu has shifted its focus from 618 to a "Friendly Market" initiative, providing significant subsidies and traffic support to new merchants, indicating a strategic pivot in promotional focus [1][2] Group 2 - AI tools are increasingly being utilized in the 618 promotions, with JD.com offering free access to digital personas and other AI applications for merchants, while Alibaba's AI tools aim to enhance conversion rates [2] - Content e-commerce is enhancing interconnectivity, with initiatives like the "Red Cat Plan" between Taobao and Xiaohongshu, aiming to improve merchant conversion rates through collaborative marketing [2] Group 3 - The shift to "direct reduction" and "subsidy stacking" has negatively impacted small merchants, with reports of daily GMV dropping significantly due to reduced consumer engagement in "full reduction" strategies [3][5] - Small merchants are increasingly feeling marginalized during promotional events, leading to a decrease in their expected sales and a reluctance to stock up for promotions [5][6] Group 4 - The apparel sector has seen a mixed performance, with a reported increase in sales on platforms like Taobao and Douyin, yet high return rates are causing significant concern among merchants [9][11] - Return rates for women's clothing have reached alarming levels, with reports indicating that up to 80% of items are returned, leading to increased costs and inventory challenges for merchants [11][12] Group 5 - The home appliance sector is experiencing a "crazy price" era during the 618 promotion, with many products being sold at prices lower than second-hand items, driven by aggressive pricing strategies from major brands [14][16] - The ongoing price war in the home appliance market is attributed to various factors, including government subsidies and competitive pressures from platforms like Pinduoduo, leading to a potential long-term decline in prices [16][17]