当电商大促回归本质，谁在为中小商家的成长“浇水”

Group 1 - The market environment and consumer habits have significantly changed, with e-commerce promotions still driving consumer demand, especially under the enhanced national subsidy policies [1] - Quality content has emerged as a new narrative to stimulate consumption, reflecting a shift in traffic logic [1] - Interest e-commerce platforms like Douyin are becoming essential for small and medium-sized businesses, providing support in sales channels, marketing, and logistics [1] Group 2 - The demand for products is high, as evidenced by the success of businesses like Feifei Shrimp, which prepared over 50,000 orders for a promotional event and sold out quickly [2] - The shift from offline to online sales is evident, with businesses leveraging data from online sales to better understand consumer preferences [2] - Traditional marketing methods are still relevant, but brands now demand unprecedented levels of return on investment [4] Group 3 - Content marketing based on consumer insights is becoming a fundamental capability for businesses, allowing them to better understand and engage with their customers [5] - Brands like Amei Handcrafted Shoes have successfully used direct consumer feedback to refine their products, leading to significant sales during promotional events [6] - The strategy for businesses includes having quality products, effective content to attract users, and utilizing Douyin's support policies for growth [7][8] Group 4 - Douyin has implemented various support policies for merchants, including commission waivers and cost-saving measures, resulting in over 11 billion yuan in savings for businesses [8] - The 618 shopping festival served as a critical test for retail strategies, with Douyin investing heavily in cash subsidies and traffic resources to boost merchant performance [8] - The core of e-commerce remains to solidify universal value while addressing the specific needs of different consumer and supply segments [9]