（文章来源：广州日报） 数字显示，日均超1.5亿人次在淘宝逛国补，淘宝天猫成为消费者领用国补频次最高的平台。当前，淘 宝天猫覆盖的国补品类超1600个，包括家电12大类，手机数码、智能穿戴，以及智能家居、家装等新增 品类；并承接全国29个省市的国补线上发放，成为覆盖补贴范围最广的平台之一。 此外，在配套服务方面。目前，天猫已全面升级以旧换新"最后一公里"服务，在包括新疆、西藏等地区 在内的全国1800个区县支持空调、冰箱、洗衣机、电视机等大件商品上门"送新"同时"取旧"，提供一站 式服务。此外，原本需要花钱找人处理的二手马桶、晾衣架、沙发等无残值废品，天猫也提供免费上门 拆、取旧服务。 据悉，今年空调价格迎来"历史新低价"。首先是"国补"范围扩容，空调由去年只补贴1件，提升至今年 可补贴3件，至高6000元。其次是天猫618期间，品牌官方直降85折，空调首次纳入88VIP消费券使用范 围，消费者再领一张9折的空调品类券，整体刷新全网空调低价。 记者打开天猫618空调专场页面看见，诸多大牌爆款空调集体价格跳水。海尔净省电1.5匹挂机空调，原 价2799元，现价仅需1486元，打了53折；美的酷金空调，原价249 ...

Core Insights - The Tmall 618 shopping event officially launched on May 16, with significant sales growth in the pet product category, indicating a strong consumer demand in this sector [1] Sales Performance - In the first hour of the event, 653 pet brands saw their sales double year-on-year [1] - Fresh Lang's sales surged over 220%, while Da Pet Love and Freycat both experienced nearly 200% growth in sales [1] - Nine pet brands achieved sales exceeding 10 million, and five pet staple products also surpassed 10 million in sales [1] Promotional Strategies - This year's Tmall 618 offers an 85% discount, with additional large consumer coupons and category coupons, providing greater discounts and lower thresholds compared to previous years [1] - The combination of multiple discounts has led to a significant increase in consumer spending in the pet product category [1]

Group 1 - Wahaha responded to recent media concerns regarding factory shutdowns and employee complaints, stating that adjustments in product structure were necessary due to rapid market demand growth, leading to capacity constraints [1] - The company has initiated measures such as outsourcing production, upgrading equipment, and investing in new factories to alleviate capacity issues and enhance market responsiveness [1] - Wahaha's internal compliance reforms, while causing short-term challenges, are expected to contribute to building a modern industrial system and improving competitiveness in the long run [1] Group 2 - Meizu issued a statement clarifying that it has never planned to eliminate its mobile phone business, countering false claims circulating on social media that could harm its brand reputation [2] - The company's prompt clarification reflects its confidence in maintaining brand integrity and business development amidst the rapid spread of misinformation [2] - This action not only curbs the spread of rumors but also sends a positive signal to the market, helping to stabilize consumer and partner confidence [2] Group 3 - Over 100 luxury brands, including BV, Cartier, and Valentino, are set to launch new products during the upcoming Tmall "618" shopping festival, coinciding with the "520" Chinese Valentine's Day [3] - The exclusive online debut of over a thousand products on Tmall highlights the increasing importance of e-commerce channels in luxury goods sales and the brands' focus on the Chinese market [3] - This trend indicates a deepening integration between luxury brands and Chinese e-commerce platforms, enhancing brand exposure and market influence [3] Group 4 - Shanghai Lego Land has implemented a real-name ticketing system in response to illegal resale attempts of trial operation tickets, emphasizing that these tickets are not for public sale [4] - The proactive management of ticket sales aims to curb scalping practices and protect the rights of legitimate consumers, setting a standard for ticket management in the industry [4] - By restricting trial operation tickets to specific users, the park safeguards the exclusive rights of annual pass holders and hotel package guests, while also protecting its brand image from market price distortions [4]

Core Viewpoint - The 618 shopping festival this year is expected to have unprecedented promotional力度, driven by continuous e-commerce activities and government support for consumer spending [1][4]. Group 1: E-commerce Platforms' Promotions - Taobao emphasizes simplicity in its promotions, offering direct discounts and various coupons, with a maximum of 12,927 yuan in category coupons available for users [5][9]. - JD.com has a simpler promotional structure, starting its "Heartfelt Shopping Festival" on May 13, with a focus on direct discounts and a "buy high double compensation" price protection service [12][14]. - Douyin launches its campaign with a "100 billion consumption coupon" initiative, offering direct discounts and a straightforward coupon system, making it the most user-friendly among the three platforms [15][17]. Group 2: Discount Details and Strategies - Taobao's promotional strategy includes a significant reduction in prices, with some products seeing price drops of nearly 40% compared to previous months [18]. - JD.com will have its main promotional activities peak from June 15 to June 18, with cross-store discounts and live-streaming events to attract consumers [14]. - Douyin's pricing strategy appears to be more aggressive, particularly in the 3C digital product category, potentially surpassing JD.com in terms of discounts [17]. Group 3: Market Dynamics - The overall discount levels across platforms are reported to be significantly high, with major price reductions in categories like home appliances and electronics, making this year's 618 a prime opportunity for consumers [18][19]. - Pinduoduo's participation in the 618 event is noted to be less prominent this year, with limited promotional visibility compared to its competitors [19].

Core Insights - JD Group announced the launch of its "618" shopping festival, starting with the "Heartfelt Shopping Season" from May 13 to May 28, followed by the main event on May 31, aiming to enhance consumer shopping experiences through various promotions and subsidies [1][2] Group 1: Promotional Strategies - JD will integrate various promotional strategies including "200 off 20 coupons," "cross-store discounts," and "official discounts," alongside new themed promotional days such as Super Flash Sale Day and Plus Member Day [2][3] - The "618" event will feature four phases: "Opening Red, Special Period, Peak Period, and Return Period," with an "automatic selection" mechanism for merchants to reduce their workload [2] Group 2: Merchant Support Initiatives - JD is focusing on providing multiple subsidies and traffic incentives to help merchants achieve explosive sales growth during the "618" event [4][5] - The "National Subsidy x Billion Subsidy" channel will be introduced to enhance discounts, combining policy benefits and platform discounts for consumers [3] Group 3: Content and Advertising Strategies - JD will invest over 10 billion in traffic and 2 billion in cash through the "Jing Chuang Double Hundred Plan" to support merchants in leveraging live streaming and short videos for rapid sales growth [4] - The "Leading Plan" will provide significant advertising incentives to stimulate merchants' marketing potential, including exclusive policies for small and new merchants [5]