Sou Hu Cai Jing·2025-06-19 09:12Core Insights - The 2025 "6·18" shopping festival showcased strong consumer enthusiasm and market vitality, with platforms and merchants achieving record results despite a lack of explosive growth [1][2][3] - This year, platforms shifted focus from "lowest prices" to diverse promotional strategies, enhancing the shopping experience and optimizing the supply chain for mutual benefits between merchants and consumers [1][5] Performance Metrics - JD's "6·18" saw over 2.2 billion orders, with significant growth in 3C and home appliance categories, and a 285% increase in live-streaming sales [2][3] - Tmall reported a record number of active users, with 453 brands achieving over 100 million yuan in sales, a 24% increase year-on-year [2][4] Consumer Engagement - User participation surged, with JD's order numbers increasing by over 100% and Tmall experiencing double-digit growth in purchasing users [3][4] - High-net-worth 88VIP members exceeded 50 million, and brand membership grew by 15%, indicating a strong consumer upgrade trend [3] Category Performance - The 3C and home appliance sectors saw explosive growth, with mobile phone sales up 88% and home appliances up 161% year-on-year [3][4] - Instant retail emerged as a new growth engine, with JD's instant delivery service achieving over 25 million daily orders shortly after its launch [8][9] Strategic Shifts - Platforms are focusing on efficiency rather than price wars, with Tmall adjusting its traffic distribution to favor quality over low prices [5][7] - AI technology played a crucial role in enhancing operational efficiency, with a 130% increase in AI model usage during the event [7] Market Trends - Instant retail is projected to grow significantly, with the market expected to exceed 2 trillion yuan by 2030, driven by changing consumer habits [8][9] - The 2025 "6·18" event not only continued the growth trend but also explored new paths for sustainable development in the e-commerce sector [9]