谁是冠军单品：抖音电商618热卖金榜揭晓162个细分品类TOP1！

Core Viewpoint - The article reveals the growth strategies of merchants during the Douyin Mall 618 shopping festival, highlighting the popularity of various products across different categories and the underlying consumer trends and business methodologies [3][5][6]. Group 1: Fashion Sales Rankings - The fashion sales rankings cover seven subcategories, showing a significant increase in outdoor apparel consumption, with items like fishing, camping, and cycling gear gaining popularity [7][9]. - Functional clothing such as sun protection sleeves and quick-dry sportswear have become new favorites among consumers [7][11]. - Jewelry items like pearl accessories and crystal jewelry have also seen explosive growth as summer fashion trends evolve [7][12]. Group 2: Fast-Moving Consumer Goods (FMCG) Sales Rankings - The FMCG sales rankings encompass 16 subcategories, indicating a shift towards low-alcohol fruit wines and quality red wines among younger consumers [28][30]. - The pet industry is also thriving, with not only staple pet food but also niche products like aquarium supplies and small pet accessories gaining traction [28][30]. Group 3: Durable Goods Sales Rankings - The durable goods sales rankings include 11 subcategories, showcasing a blend of traditional necessities and emerging smart devices [93]. - Products like floor cleaning machines and smart toilets are becoming standard in home cleaning, while smart locks and cameras are gaining popularity in home security [93][95]. Group 4: Business Strategies and Insights - The 618 sales rankings serve as a "wind vane" for brands to understand consumer trends and as an "accelerator" for brand growth, creating a closed loop of traffic, voice, and sales [140][141]. - Companies like Midea have effectively utilized multi-channel strategies, including content marketing and influencer collaborations, to boost sales and brand visibility during the event [141][143]. - The rankings provide valuable insights for merchants to optimize product selection and marketing strategies, helping them capture market growth opportunities [139][148].