“6·18”折射消费市场新动向

Core Insights - The "6·18" e-commerce event has significantly boosted the consumption market in China, showcasing the integration of policies and technology to enhance consumer engagement and spending [1][2][3] Policy and Market Dynamics - As of June 18, 2023, the number of users placing orders on JD.com increased by over 100% year-on-year, with total orders exceeding 2.2 billion. The sales volume from live streaming on JD.com surged by 285% [2] - On Tmall, 453 brands achieved sales exceeding 100 million yuan, marking a 24% year-on-year increase. Douyin e-commerce reported that over 60,000 brands doubled their sales compared to the previous year [2] - The government's support for consumption through policies such as trade-in subsidies and consumer vouchers has been crucial in stimulating demand for high-value, high-tech products [2][3] Technological Integration - The event highlighted the role of artificial intelligence (AI) in transforming retail, with significant increases in AI-related product offerings and operational efficiencies [4][5] - JD.com reported a 130% increase in the usage of AI models compared to the previous "Double 11" event, with over 14,000 AI agents deployed [4] - AI has enhanced consumer experience through personalized recommendations and improved customer service, although there are concerns about the potential narrowing of consumer choices due to algorithmic optimization [4][5] Shift in Trade Dynamics - Many high-quality foreign trade products have shifted to domestic sales, enriching the local market and enhancing consumer choice [6][7] - E-commerce platforms like Douyin and JD.com are actively promoting domestic products, with initiatives aimed at optimizing supply chains and enhancing brand visibility [7] - The strategy of foreign trade companies is evolving from OEM (Original Equipment Manufacturer) to brand-oriented operations, adapting to domestic consumer preferences [7][8]