Sou Hu Cai Jing·2025-06-19 14:05Core Insights - The 618 shopping festival this year reflects a shift in e-commerce strategies, focusing on simplified promotions, instant retail, and ecosystem collaboration rather than price wars [1][2][5] Group 1: E-commerce Trends - Simplified promotional rules and rational consumption are leading trends, with platforms moving away from complex discount structures to direct price reductions [1][2] - Instant retail is expanding across all categories, with brands enhancing penetration through a combination of in-store pickup and instant delivery [1][3] - Competition among platforms is shifting from price wars to ecosystem collaboration, emphasizing product innovation and user engagement [1][2][5] Group 2: Consumer Behavior - Consumers are exhibiting more rational decision-making, preferring straightforward discounts and subsidies over complicated promotions [6][7] - There is a noticeable polarization in consumption, with basic necessities remaining stable while demand for high-end products is increasing [3][5] - The long promotional period has led to consumer fatigue, reducing the overall excitement for the event [9][10] Group 3: Brand Performance - Major platforms like JD.com and Tmall have reported strong sales in their respective categories, supported by traffic and promotional efforts [3][6] - AI-driven sales techniques and product offerings are gaining traction, indicating a future potential for growth in this area [3][4] Group 4: Challenges and Recommendations - Issues such as the "first raise then lower" pricing strategy are damaging consumer trust, with platforms focusing on high-growth categories while neglecting overall GMV trends [7][9] - Recommendations for improvement include shortening promotional periods, innovating marketing strategies, supporting small businesses, and enhancing after-sales services [10]