36氪·2025-05-30 10:55Core Viewpoint - The article discusses the evolution of China's e-commerce promotional events, particularly focusing on JD.com's approach to the 618 shopping festival, emphasizing emotional engagement and user experience over traditional discount strategies [1][5]. Group 1: Evolution of JD.com's 618 Festival - JD.com is transforming the 618 shopping festival into a more engaging and enjoyable experience for consumers, moving away from complex coupon calculations to a focus on fun and emotional connections [4][12]. - The festival has been restructured to include various themed days and events, such as "Food Surprise Day" and "Summer Concert," aimed at connecting with users' interests rather than just product categories [8][9]. Group 2: User Engagement and Emotional Value - The shift in consumer behavior, particularly among younger demographics, indicates a preference for self-indulgent purchases, prompting JD.com to enhance emotional resonance with its users [7][8]. - JD.com has introduced interactive elements and auctions for unique items, such as a limited-edition pen, to create a sense of excitement and community among users [2][12]. Group 3: Integration of Online and Offline Experiences - JD.com is leveraging its self-operated model to create synergies between online and offline shopping experiences, such as integrating food delivery with retail promotions [20][21]. - The opening of JD Mall locations aims to provide immersive shopping experiences that combine various retail formats, enhancing customer engagement [23]. Group 4: Performance Metrics and User Experience - Early indicators of success for the 618 festival include over 30 million users participating in pre-event activities, with significant year-on-year growth in sales across various categories [24]. - JD.com emphasizes that the essence of the 618 festival lies in prioritizing user experience, which encompasses quality, service, and emotional connection, rather than merely competing on price [25].