Sou Hu Cai Jing·2025-06-19 15:53Group 1 - The "618" shopping festival this year featured a 39-day duration, the longest in history, with simplified promotional rules and the use of AI tools to enhance efficiency for merchants [1][3] - Major platforms like Taobao and JD.com shifted from complex discount structures to straightforward price reductions, aiming to improve consumer experience and engagement [3][10] - Consumer behavior has evolved, with a growing focus on product quality, cost-effectiveness, and after-sales service, leading to a decline in the effectiveness of complicated discount strategies [3][4] Group 2 - The rise of instant retail has become a competitive battleground, with brands like Apple and Xiaomi reporting over 50% year-on-year growth in daily orders during the "618" event [6][7] - Notable performance was observed in various sectors, including fast-moving consumer goods, with brands like Watsons and Miniso achieving significant order increases [7][8] - Instant retail is now seen as a core strategy for brands to capture market share, driven by consumer demand for immediate satisfaction [8][10] Group 3 - The integration of national subsidies with promotional events has led to remarkable sales growth across multiple categories, particularly in home appliances and electronics [10][11] - The demand for durable consumer goods has surged, supported by government policies encouraging upgrades and replacements [11] - AI technology has emerged as a transformative force in e-commerce, enhancing various processes from product selection to customer service [12][13] Group 4 - AI tools are being utilized to create personalized shopping experiences, with platforms offering features that generate tailored product recommendations based on user data [12] - The potential of AI in e-commerce extends beyond current applications, with expectations for deeper integration into the consumer, merchant, and platform interactions [12][13] - The collaboration between AI technology and e-commerce platforms is expected to empower Chinese brands in their digital transformation efforts [13]