Qi Lu Wan Bao·2025-06-19 05:59Core Insights - The 2025 618 event marks a pivotal transformation in China's consumer market, with a fundamental shift in the strategic focus of e-commerce giants [1][16] - JD.com has significantly integrated its new food delivery service into the 618 event, showcasing a robust growth in various sectors [2][3] Group 1: E-commerce Growth and Strategy - JD.com reported over 22 billion orders during the 618 event, with a user count increase of over 100% year-on-year, leading the industry [7] - The introduction of 12,000 full-time delivery riders has enhanced JD.com's service capabilities, contributing to a daily order volume exceeding 25 million [2][5] - The collaboration between JD's retail and delivery services has resulted in a substantial increase in new PLUS member registrations and higher repurchase rates among members [2][3] Group 2: Consumer Behavior and Market Trends - There is a notable increase in consumer spending in lower-tier cities, with order volume in rural areas growing over 130% year-on-year [10] - The shift in consumer mindset towards convenience has led to a new standard in retail efficiency, where time cost is becoming a critical factor in purchasing decisions [4][17] - The rise of domestic brands is evident, with over 70% of the top 100 brands during the 618 event being Chinese, reflecting a growing preference for local products [14] Group 3: Product Categories and Sales Performance - Key product categories such as mobile phones, home appliances, and food items saw significant sales growth, with mobile phone sales in the 4000-6000 price range increasing by 50% [8] - AI-related products experienced a surge, with AI notebook sales rising by 151%, indicating a trend towards technology-driven consumer goods [8][9] - JD's health services have also seen a transformation, with AI-driven healthcare solutions serving over 50 million users [9] Group 4: Changes in Marketing and Sales Approaches - The era of super influencers is waning, with platforms shifting focus towards supporting industrial brands and local products [11][15] - JD.com has initiated various subsidy programs, leading to unprecedented sales boosts across multiple categories, including a 285% increase in live-streaming sales [7][8] - The introduction of innovative marketing strategies, such as 3D advertising and interactive shopping experiences, is reshaping consumer engagement [9] Group 5: Future Outlook and Expansion - JD.com plans to expand into the travel sector, indicating a strategic diversification of its service offerings [18] - The company anticipates a record increase in employee numbers by 2025, with an expected addition of 900,000 employees [4]