Jing Ji Guan Cha Wang·2025-06-17 10:57Core Insights - The 2025 "618" shopping festival has shifted from a price war to a focus on brand value and consumer experience, driven by government policies and consumer behavior changes [1][4][6] Group 1: Changes in Consumer Behavior - In 2025, consumer behavior has become more rational, with a greater emphasis on product quality and service rather than just price [4][5] - The introduction of large-scale consumption subsidies and trade-in policies has encouraged consumers to make more informed choices [2][3] Group 2: Market Dynamics - The 2025 "618" festival saw significant growth in categories like beauty, apparel, and home appliances, with platforms like Pinduoduo experiencing a 24.9% increase in beauty sales [2][3] - The festival duration was extended to 39 days, the longest in history, allowing for more promotional activities and consumer engagement [3] Group 3: Platform Strategies - E-commerce platforms are now focusing on enhancing consumer experience through services like extended warranties and AI installation guidance, moving away from solely competing on price [4][5] - Platforms are increasingly integrating with content platforms to create a seamless shopping experience, exemplified by initiatives like the "Red Cat Plan" [6] Group 4: Brand Value and Marketing - Brands are encouraged to innovate in value delivery and consumer engagement, moving away from superficial marketing tactics to genuine service-oriented strategies [6][7] - The emphasis on service as a key differentiator in a saturated market highlights the need for brands to focus on real consumer benefits rather than just brand prestige [7]