Sou Hu Cai Jing·2025-06-06 11:38Core Insights - The report indicates that Kuaishou's e-commerce sales experienced a month-on-month increase of 1.49% in May 2025, driven by holiday marketing and the 618 pre-sale event, with promotional heat rising by 16.02% [12][10][1] - Various product categories saw significant growth, particularly in gold, seasonal fruits, and home appliances, with notable increases in sales for durians (136.1%), ice cream (152.9%), and major appliances like air conditioners and washing machines exceeding 30% growth [1][12][29] Group 1: Marketing Activities - Kuaishou's 618 pre-sale period began on May 19, with a strong start leading to a 282% year-on-year increase in GMV for general merchandise [2][10] - Themed marketing campaigns such as "Pearl Love Season" and "Crayfish Carnival Week" significantly boosted sales, with over 10 million crayfish sold [2][10] - Anticipated promotions for June are expected to further enhance consumer spending, focusing on snacks, men's clothing, and digital appliances [2][10] Group 2: Sales Trends - May's sales trends were characterized by explosive growth due to holiday marketing and the upcoming 618 shopping festival, with a notable increase in sales across multiple categories [12][10] - The report highlights that the sales heat for gold and jewelry surged, driven by festive promotions, while seasonal products like durians and zongzi also saw significant sales increases [1][12][21][27] Group 3: Product Insights - In the home appliance sector, air conditioners and washing machines led the growth, with Haier and other brands capturing significant market shares [29][30] - The men's personal care segment showed remarkable growth, with sales of men's shower gel and shampoo increasing by over 80% month-on-month [34][35] - Seasonal products such as ice silk cool mats and mosquito nets gained traction, with promotional heat for these items rising by 119.7% [36][30]