Yang Guang Wang·2025-06-19 08:11Core Insights - The 618 shopping festival this year has set a record with a 39-day duration, featuring simplified promotional rules and the integration of AI tools to enhance efficiency and reduce costs for merchants [1][2] Group 1: Event Highlights - The 618 event has transitioned from complex discount structures to more straightforward promotional methods, such as direct price reductions and lower thresholds for consumer vouchers [1] - Major platforms like Taobao, JD, and Douyin have adopted direct discount and subsidy models to attract consumers [1][2] - Consumers are increasingly focused on product quality, cost-effectiveness, and after-sales service rather than being swayed by complicated discount schemes [2] Group 2: AI Integration - AI technology has emerged as a crucial tool for e-commerce during the promotional period, reshaping the entire process from product selection to customer service and logistics [3][4] - Platforms are utilizing AI to create personalized shopping experiences, such as generating custom product lists and enhancing marketing materials [4] - Despite challenges in AI's application, such as understanding complex queries, its potential in e-commerce is significant, promising a new ecosystem driven by technology and data interconnectivity [5][6] Group 3: Future Implications - The integration of AI is expected to redefine the value distribution logic within the e-commerce industry, moving from a focus on traffic competition to a phase of technological symbiosis [5][6] - Chinese brands are encouraged to leverage AI to better understand local consumer needs, positioning themselves for success in the intelligent transformation of the market [6]