2025年618大促变局：理性消费与技术赋能重塑电商生态

Group 1 - The 2025 618 e-commerce promotion is undergoing a transformation driven by consumer segmentation, technological innovation, and policy support, with a record-breaking 39-day sales period from mid-May to June 20 [1] - Consumer behavior during the promotion shows a rational and differentiated trend, with over 60% of consumers focusing on practical needs and essential goods, leading to over 50% year-on-year growth in categories like cleaning paper products and dry goods [1][2] - The rise of domestic brands is evident, with 70% of the top 100 brands on a certain platform being Chinese, and domestic beauty brands capturing significant market share in skincare products [2] Group 2 - Live-streaming e-commerce continues to lead with a 25% sales share, expected to exceed 30% by 2025, with significant growth in major appliance and 3C digital product sales driven by live-streaming [2][3] - Policy incentives are injecting new momentum into lower-tier markets, with subsidies for home appliances and new energy vehicles stimulating consumption upgrades in rural areas [3] - The application of AI technology in various scenarios is a highlight of the 618 event, with products like AI translation earphones and smart refrigerators gaining traction among consumers [3] Group 3 - The number of e-commerce-related enterprises in China exceeds 27.74 million, with over 359,000 related to live-streaming e-commerce, indicating a robust industry landscape [4] - The 618 promotion serves as a barometer for the Chinese consumer market and a signpost for retail evolution, emphasizing rational consumption, channel diversification, and the synergy of policy and technology [4] - Future competition in e-commerce will focus on precise targeting of niche audiences, technological empowerment, and collaborative resonance between policy and market dynamics [4]