不用做“数学题”！近三年最高增速 天猫重塑618增长逻辑

Core Insights - The core viewpoint of the articles is that the recent 618 shopping festival on Tmall has undergone significant changes in promotional strategies, moving from complex discount mechanisms to simpler direct discounts, reflecting a shift in the e-commerce platform's growth logic and focus on quality over quantity [2][10][11]. Group 1: Changes in Promotional Strategies - Tmall has simplified its promotional approach by eliminating the long-standing cross-store discounts in favor of direct reductions and no-threshold coupons, making it easier for consumers to understand discounts without complex calculations [2][8]. - The new strategy has resulted in a 10% increase in gross merchandise volume (GMV) after refunds, marking the largest growth in three years, with 453 brands achieving over 100 million in sales, a 24% year-on-year increase [2][10]. - The shift to direct discounts has led to a significant reduction in return rates, as consumers are more satisfied with the straightforward pricing [6][10]. Group 2: Focus on Quality Growth - Tmall's strategy emphasizes supporting high-quality original brands, aiming for sustainable growth rather than engaging in price wars, which is a new consensus in the e-commerce industry [11][13]. - The platform has introduced various support programs for different types of merchants, including tailored plans for high-growth brands and initiatives for emerging brands to enhance their market presence [13][15]. - The focus on quality growth is reflected in the increase of 88VIP members to over 50 million, with brand membership growing by 15% and a significantly higher average spending per customer compared to the industry average [20]. Group 3: Brand Innovation and Consumer Engagement - Brands participating in the 618 festival have reported substantial sales growth, with some achieving over 200% year-on-year increases, indicating that the new promotional strategies have effectively attracted more consumers [10][15]. - Tmall has also enhanced its collaboration with social media platforms like Xiaohongshu to improve brand visibility and conversion rates, indicating a strategic move towards integrated marketing [15][20]. - The emphasis on innovation is evident as brands are encouraged to iterate on products based on consumer feedback, with Tmall providing resources to support new product launches, resulting in a 90% increase in the number of "super new products" launched during the festival [21][23].