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Core Insights - The article discusses the evolving landscape of e-commerce promotions, particularly the "6·18" event, highlighting a shift from price competition to a focus on quality growth and long-term brand operations [2][7][12] Group 1: Changes in Consumer Behavior - Consumers are becoming more rational and less impulsive during e-commerce promotions, leading to a reevaluation of the effectiveness of such events [2][7] - The trend of consumer fatigue towards promotional events is evident, with many opting not to participate in sales unless it aligns with their needs [2][4] Group 2: Simplification of Promotions - This year's "6·18" has emphasized simplicity, with platforms like Tmall adopting straightforward discount strategies, such as a flat 15% off [3][4] - The removal of complex bundling requirements has improved the shopping experience for consumers and reduced the burden of returns for merchants [5][6] Group 3: Brand Strategies and Long-term Operations - Brands are increasingly focusing on long-term customer engagement rather than just short-term sales boosts during promotions [7][10] - The shift towards understanding consumer insights and long-term brand operations is becoming a priority for many brands, as evidenced by the success of brands like MAMMUT during the "6·18" event [8][10] Group 4: Market Trends and Performance - Tmall reported significant growth, with 217 brands surpassing 100 million yuan in sales during the first phase of "6·18," a 17% increase from the previous year [7] - The overall sales in categories like home appliances and digital devices saw a 283% increase compared to last year's "Double Eleven" event [7] Group 5: Membership and Consumer Loyalty - Platforms are increasingly focusing on membership operations, with Tmall's 88VIP membership reaching 49 million, indicating a shift towards nurturing loyal customers [11][12] - Brands are recognizing the importance of building deep connections with consumers, as evidenced by the growing trend of brands treating their Tmall stores as official websites [10][11] Group 6: New Trends and Market Opportunities - The e-commerce landscape is witnessing a structural change, with platforms and brands focusing on quality growth rather than just GMV [12] - The 3C digital industry has emerged as a strong growth driver during "6·18," with significant consumer interest in new product launches and government subsidies [12][13]