「友好市集」上线一个月，小红书还在与主流电商背道而驰

Core Insights - The extended 618 shopping festival failed to ignite consumer enthusiasm, leading to a quieter event than in previous years [3] - Consumers expressed frustration over price manipulation tactics, such as raising prices before discounts and complicated promotional rules [3][4] - The traditional promotional model is under pressure, prompting some merchants to adopt alternative strategies to survive [4][5] Group 1: Traditional Promotions and Consumer Sentiment - The 618 event lasted 37 days, spanning multiple holidays, but did not effectively engage consumers [2] - Many consumers reported negative experiences, including inflated prices and complicated discount structures [3][4] - Despite efforts to simplify rules, the core issues of price wars and low profit margins for small businesses remain [4][5] Group 2: Alternative Strategies by Merchants - Some merchants, like "奶思加nice家居," opted to pause participation in traditional promotions to avoid losses from price wars [4][5] - The rising cost of advertising and the need for competitive pricing create a challenging environment for small businesses [4][5] - Merchants are exploring new avenues, such as the "友好市集" on Xiaohongshu, which emphasizes quality and trust over aggressive discounting [6][12] Group 3: The "友好市集" Initiative - The "友好市集" aims to create a more trustworthy shopping environment by setting high standards for participating merchants [6][8] - This initiative has shown promising results for some merchants, leading to increased sales and reduced return rates [11][25] - The platform's focus on community-driven commerce aligns with consumer preferences for quality and genuine engagement [40][41] Group 4: Future Implications for E-commerce - The success of the "友好市集" could signal a shift in e-commerce dynamics, moving away from price-centric competition to value-driven transactions [37][40] - The initiative's design encourages a more natural integration of shopping into community interactions, appealing to value-sensitive consumers [40][41] - Ongoing adjustments to the program, such as coupon reductions, will be critical in assessing its long-term viability [39][41]