晚点LatePost·2025-06-19 15:43Core Viewpoint - The article discusses the shift in Alibaba's sales metrics during the 618 shopping festival, emphasizing the growth in GMV (Gross Merchandise Volume) after excluding refunds, which reflects a more accurate picture of merchant revenue and consumer behavior [2][4][6]. Group 1: Sales Metrics and Growth - The GMV for the 618 festival, after excluding refunds, increased by 10% year-on-year, marking the largest growth in three years, surpassing the growth rates of social retail and online retail [6][10]. - The number of purchasing users on the platform also saw double-digit growth, indicating a positive trend in consumer engagement [6][10]. - The introduction of a new metric—GMV after refunds—aims to align the interests of the platform, merchants, and consumers, moving away from traditional metrics that often inflated sales figures [4][7][9]. Group 2: Changes in Marketing Strategy - The marketing strategy was simplified this year, focusing on direct discounts rather than complex promotional schemes, which has improved consumer experience [11][12]. - The shift to a "direct reduction" promotional method has led to a significant decrease in return rates before shipment, enhancing the overall transaction quality [14][15]. - The platform's investment in consumer engagement has yielded positive results, with a notable decrease in consumer complaints and an increase in purchasing behavior [15][16]. Group 3: Support for Quality Brands - The company has implemented measures to support quality brands, aiming to avoid a market flooded with low-quality products [16][18]. - Initiatives include cash incentives for quality merchants and collaborations with various social media platforms to enhance brand visibility and customer acquisition [18][19]. - The introduction of a new store rating system aims to reflect genuine consumer feedback, thereby improving the overall shopping experience [18][20]. Group 4: Strategic Initiatives and Future Outlook - The launch of the "flash purchase" feature in collaboration with Ele.me has increased user activity on the platform, indicating a successful integration of instant retail into the e-commerce model [5][19]. - The company is focused on rapidly iterating its products based on merchant and consumer feedback, ensuring that any identified issues are addressed promptly [21][22].