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Core Insights - The article discusses the evolving landscape of e-commerce promotions in China, particularly during major shopping events like 618 and Double 11, highlighting a shift towards quality brand purchases rather than low-cost generic products [2][3][9]. Group 1: Consumer Behavior - Recent quantitative research indicates that over the past three years, consumers have not only increased their spending during 618 and Double 11 but also show a preference for branded products over generic ones [2][3]. - The China Brand Index (CBI) released by Peking University shows seasonal fluctuations, with higher scores in the second and fourth quarters, aligning with major shopping festivals [2][3][9]. - The CBI index rose from 63.38 to 65.21 in Q2 2025, demonstrating a consistent increase in brand preference during promotional periods [9]. Group 2: Market Dynamics - The article emphasizes that e-commerce promotions have become crucial marketing and sales platforms for brands, countering the notion that such events are ineffective [6][12][17]. - Brands that focus on product innovation and user engagement are thriving, while those relying on traditional growth models may struggle [6][12]. - The shopping festivals have established a stable expectation among consumers, leading to increased demand for quality products during these events [12][18]. Group 3: E-commerce Platform Innovations - Innovations in e-commerce platforms, such as simplified pricing mechanisms, have revitalized traditional promotions, allowing consumers to focus on product quality rather than complex pricing strategies [13][14]. - The shift towards a more transparent pricing model has resulted in significant sales growth for brands, with some achieving over 400% sales increase during promotional periods [6][14]. Group 4: Brand Strategy - The current consumer market in China is characterized by a dual landscape, with significant growth potential alongside short-term macroeconomic challenges [18][20]. - Brands participating in promotions are now viewed as undergoing a critical test of their market strategies, requiring a balance of pricing, product quality, and user engagement [18][20]. - The article concludes that the role of brands is becoming increasingly important, with major shopping events serving as key opportunities for brand validation and consumer connection [21][22].