Nan Fang Du Shi Bao·2025-06-18 15:49Group 1 - The core viewpoint of the articles highlights the shift in e-commerce platforms towards more transparent pricing mechanisms and a move away from aggressive price competition, driven by consumer demand for clarity and fairness [1][2][3] - Platforms like Tmall have replaced the previous "full reduction" mechanism with a more straightforward "official discount" approach, addressing consumer complaints about complex discount structures [1] - The implementation of the "Interim Provisions on Prohibition of Unfair Competition in E-commerce" has led to a reduction in price wars among platforms, with even low-cost competitors like Pinduoduo adapting to a "store minimum" pricing strategy [1] Group 2 - The trend of "anti-involution" is becoming prominent, with platforms and merchants recognizing that unsustainable low pricing cannot drive long-term performance, leading to changes in traffic distribution mechanisms [2] - Tmall has shifted from a "low price wins" model to a "quality wins" approach, while Douyin e-commerce has introduced various support measures for quality merchants, indicating a focus on sustainable business practices [2] - Consumer expectations have evolved, with a demand for more transparent and straightforward promotional activities during sales events like "618," reflecting a shift in shopping behavior [2] Group 3 - Instant retail has entered the competitive landscape during the "618" event, catering to consumers' preferences for immediate purchases without bulk buying, even if discounts are less aggressive [3] - The rise of instant retail has prompted traditional e-commerce platforms to enhance user experience and optimize their ecosystems [3] - Despite positive changes, the e-commerce sector still faces significant issues, such as increased complaints about pricing practices and hidden discounts, indicating ongoing challenges in consumer trust and satisfaction [3]