第一财经·2025-05-13 11:27Core Viewpoint - The 618 shopping festival this year has been advanced and platforms are focusing on simplifying the purchasing process with direct discounts rather than traditional "full reduction" methods [1][2]. Group 1: Changes in Promotion Strategies - This year's 618 festival sees platforms like Tmall, JD, and Douyin launching promotions earlier, with Tmall starting pre-sales on May 13 and JD's shopping season running until May 31 [1]. - Platforms are shifting from traditional "full reduction" strategies to more straightforward discounts, such as Tmall's official 15% discount and JD's "200 off 20" coupons [1][2]. Group 2: Merchant Perspectives - Some merchants are becoming cautious about participating in price competition, with reports indicating that a pet industry seller aims to maintain sales at last year's levels rather than lowering prices further [2]. - Merchants are diversifying their promotional channels, with some focusing on platforms like Xiaohongshu for targeted customer engagement, while others prioritize profit margins by selling high-end products on JD [2]. Group 3: Consumer Behavior and Market Trends - The trend of "anti-involution" in e-commerce is noted, where price competition is not the sole focus, but rather a shift towards higher value propositions including product quality and service innovation [2][3]. - The home appliance sector is expected to be a hot sales area during this year's 618, with significant subsidies from both the government and platforms, allowing consumers to purchase appliances at up to 50% off [3].