“618”新观察：告别零和博弈“消耗战”电商平台握手言和齐拓全球市场

Core Insights - The "618" shopping festival serves as a critical window to observe new trends in the consumer market, with the e-commerce industry taking a unified stance against "involution" competition this year [1] - E-commerce platforms are shifting from zero-sum games to a new ecosystem focused on mutual growth and value return, indicating a significant restructuring of the consumption market [1] User Experience Upgrade - Last year's "618" saw a nearly 7% decline in sales across e-commerce and live-streaming platforms, marking the first negative growth in history [2] - This year, platforms have simplified promotional strategies, moving away from complex discount calculations to straightforward "instant discount" offers, enhancing transaction efficiency [2] - On the first day of "618," major platforms reported significant growth: nearly 800 brands on Meituan saw sales double, while Tmall and JD reported over 200% growth in transaction volume and user numbers [2] Business Ecosystem Optimization - E-commerce platforms are focusing on improving the business environment for merchants, transitioning from a "squeezing survival" approach to one of "supporting coexistence" [3] - The cancellation of the "only refund" policy by major platforms aims to address issues of merchants being left with no goods or payments due to misuse of refund rules [3][4] Macro Policies Creating Opportunities - Macro policies are fostering a healthier business environment by addressing long-standing issues in the e-commerce sector, such as the "only refund" policy and low-price competition [4] - Major platforms are implementing measures to reduce burdens on merchants, including zero-commission entry and significant subsidies [4] Platform Collaboration - E-commerce platforms are breaking down barriers in payment and logistics, fostering cooperation for mutual benefit [6] - The integration of payment systems like WeChat Pay and logistics services from JD has led to increased user engagement and smoother shopping experiences [6] Global Market Expansion - As domestic growth plateaus, e-commerce platforms are increasingly looking to international markets for new growth opportunities, with cross-border e-commerce expected to grow by 10.8% in 2024 [8] - The number of merchants participating in overseas events has surpassed one million, indicating a strong push for global expansion [8] Brand Development and Globalization - The emphasis on brand development is crucial for Chinese companies aiming for high-quality global growth, highlighting the need for effective communication of product strengths [9] - The ongoing "going global" trend represents a fundamental value reconstruction in the e-commerce landscape, with platforms and merchants working together to enhance brand visibility [9]