小包裹里的消费新动向——“618”年中促销一线观察

Group 1 - The "618" shopping festival is a significant indicator of new trends in the consumer market, with promotional activities starting in mid-May and lasting over a month, marking the longest duration for "618" [1] - Simplified subsidy rules and the "trade-in" policy have effectively boosted sales of products like mobile phones and home appliances, with record-breaking sales in categories such as home appliances and 3C digital brands during the first four hours of the event [3][4] - The shift in consumer behavior from price sensitivity to a focus on quality and rational consumption is evident, as platforms are adjusting their traffic distribution mechanisms accordingly [4] Group 2 - The summer season has seen a rise in sales for practical cooling products, while younger consumers are increasingly drawn to items that provide emotional value, such as multifunctional pillows [5][6] - The "618" event has led to a significant increase in the sales of new products, with a 153% year-on-year growth in transaction volume for brand new items by June 12 [5] - The trend of experiential and scenario-based consumption is gaining traction, with consumers showing a preference for products that enhance home automation and convenience [6] Group 3 - Offline retailers are actively engaging in promotional activities during "618," with significant growth in sales reported, such as a 30% increase in revenue for stores implementing the "trade-in" policy [9] - Cross-border e-commerce is also thriving, with a notable increase in order volume during "618," rising from approximately 50,000 orders per day last year to around 80,000 this year [9][10] - The implementation of customs guarantee insurance has streamlined the customs process for companies, reducing costs and improving efficiency during the "618" period [10] Group 4 - The overall consumer landscape is shifting towards high-quality, scenario-based, and experiential consumption, driven by policy support and expanding demand [12] - The government aims to enhance consumer capacity and willingness, improve the consumption environment, and promote the supply of quality products to stabilize market development [12]