Hua Xia Shi Bao·2025-06-19 16:55Core Viewpoint - The 618 shopping festival this year has shown strong consumer growth, driven by multiple subsidies and a longer promotional period, with total online transaction volume reaching nearly 2 trillion yuan, a year-on-year increase of approximately 9.8% [3][4]. Group 1: Sales Performance - JD reported over 2.2 billion orders during the 618 festival, with daily active users on its main app reaching a historical high [2]. - Tmall announced that 453 brands achieved over 100 million yuan in sales, marking a 24% year-on-year growth [2]. - The sales of home appliances and 3C products were significantly boosted, with JD reporting a 50% increase in sales volume for mobile phones priced between 4,000 to 6,000 yuan and a 151% increase in AI laptop sales [4]. Group 2: Subsidy Impact - The combination of national subsidies, platform subsidies, and merchant subsidies has stimulated consumer growth, leading to better performance compared to previous years [3]. - The national subsidy program has been pivotal, with 1,620 billion yuan allocated to support consumption upgrades, and an additional 1,380 billion yuan planned for later this year [5]. Group 3: Marketing Strategies - E-commerce giants are actively seeking external traffic sources, with JD partnering with the Jiangsu Sports Industry Group to enhance brand visibility [6]. - Tmall has signed a strategic cooperation agreement with Xiaohongshu to drive traffic to its platform through content marketing [7]. Group 4: New Growth Areas - E-commerce platforms are exploring new growth avenues beyond traditional sales, with JD entering the travel and home service markets, reporting over 100 million yuan in transactions for its home service offerings [8]. - The online retail market has shown a 7.7% year-on-year growth, with service consumption leading the way, particularly in online entertainment and travel [8]. Group 5: Competition Landscape - The competition among e-commerce platforms is intensifying, with a focus on service quality and delivery capabilities, as well as price competitiveness [10]. - The entry of JD and Alibaba into the food delivery market has garnered significant attention, with JD's food delivery service achieving over 25 million daily orders shortly after launch [9].