比每个月工资还准时的，是每年的618。 5月还没过半，618已经开始了。这次整整提前了36天。 抢跑这个词已经没什么意义了，但凡明年哪个平台想4月底就开始618，那其他平台照样也得跟上。 但今年618，有个大家熟悉的规则不见了。 淘宝天猫宣布取消跨店满减，也就是说，在过去几年早就成为大促基础策略的满200-30，满300-50，今年没有了，转而改为单件商品立减15%起。 跨店满减没有了，那我还要怎么买才便宜？或许是大多数已经习惯凑单的网友现在最大的疑问。 虽然这几年行业对618、双11的景气度一直比较悲观，但事实是，所谓"降温"更多指的是消费者不会再一拥而上，掐着点在那买买买。即使市场增量空间 不大，但消费者仍然需要618。 取消"跨店满减"，让你更省钱了吗？ 取消跨店满减，对大部分消费者来说绝对是件好事。 官方立减最低折扣均为15%，最高为50%，购买单件产品亦可享受立减。什么意思？——就是说，不需要凑够200元，只要有参与618的商品单件就能打85 折，最高5折。 虽然过去的满200-30也是85折，但消费者首先是不需要再吭哧吭哧凑单，其次，谁能保证凑单就能精准凑到200元整啊。要知道，但凡你是买了240 ...

Investment Rating - The report maintains an "Overweight" rating for the industry [4][6]. Core Insights - The 618 promotional event has been advanced, with Tmall's pre-sale period shortened compared to the previous year's Double Eleven event. The first wave of Tmall's 618 sales runs from May 13 to May 26, 2025, with a pre-sale deposit payment phase from May 13 to May 16, and a final payment and early purchase phase from May 16 to May 26. This is a 7-day advance compared to last year's 618 event and a 4-day reduction compared to last year's Double Eleven pre-sale period [2][11]. - The promotional mechanisms have been simplified, with Tmall and JD.com eliminating cross-store discounts and increasing platform subsidies. Tmall's official discounts range from 15% to 50%, and the number of coupons issued to 88VIP members has increased significantly from 2 to 6 compared to last year [2][12]. - The first hour of sales in Li Jiaqi's live stream saw a GMV increase of over 10% year-on-year, with notable performances from domestic brands such as Proya and Kefu Mei [3][15]. Summary by Sections 1. 618 Promotional Event - The promotional event's schedule has been advanced, with Tmall's pre-sale period shortened compared to the previous year [2][11]. - JD.com has canceled the pre-heating period, maintaining the same sales period as last year [2][11]. 2. Li Jiaqi's Live Stream Sales Performance - The first hour of the "Explosive Beauty Festival" in Li Jiaqi's live stream saw a GMV increase of over 10% year-on-year, with multiple brand collaborations [3][15]. - Domestic brands such as Proya and Kefu Mei performed exceptionally well during the first day of sales [3][16]. 3. Tmall 618 Pre-sale Rankings - Proya ranked first in the beauty sales during the first four hours of Tmall's pre-sale, with Kefu Mei entering the top three [3][21]. - The rankings indicate a strong performance from domestic brands, with Proya maintaining its leading position and Kefu Mei rising three spots [3][21].

Core Insights - The 618 shopping festival has started earlier this year, with platforms like Tmall and Douyin launching promotions on May 13, while JD.com has divided the event into two shopping seasons [3][4] - The simplification of promotional strategies, such as eliminating the need for bundling purchases and offering direct discounts, has made it easier for consumers to engage in shopping [3][4] - The focus this year is on mutual benefits for both consumers and merchants, with platforms providing various incentives and support to enhance sales and customer satisfaction [5][12] Consumer Engagement - Consumers are showing enthusiasm for straightforward discounts and immediate benefits, preferring visible savings over complex promotional strategies [3][4] - Tmall's approach includes a direct discount of 15% on products, along with additional coupons and live stream red envelopes [4] - JD.com has introduced various promotional tactics, including "full reduction" coupons and integrating national subsidies to enhance consumer appeal [4][5] Merchant Support - Platforms are implementing merchant-friendly policies, such as JD.com's "no registration" mechanism, which automatically matches eligible products with traffic and search resources [5][10] - Enhanced tools for merchants, like the "exceptional order rejection" feature, aim to streamline the handling of abnormal orders during the busy shopping period [10] - Other platforms like Douyin and Kuaishou are also offering promotional strategies and support resources to help merchants reach consumers effectively [10] Industry Trends - The current focus is on a healthier and more sustainable growth model, moving away from aggressive price wars and towards a balanced ecosystem that benefits both consumers and merchants [12][13] - Multiple layers of subsidies from the government, platforms, and merchants are expected to stimulate consumer spending and enhance market confidence [13] - The emphasis on quality and value over sheer transaction volume indicates a shift in the industry towards more responsible and sustainable practices [12][13]

Core 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].

Core Viewpoint - Douyin E-commerce is gearing up for the 618 shopping festival, emphasizing larger business scale, better product quality, and improved user experience to help merchants achieve significant business growth [1]. Group 1: Platform Strategies - The core strategies for the 618 festival include "discounts" and "direct price reductions," with Douyin E-commerce providing substantial traffic support and exclusive activity atmosphere for participating merchants [1]. - The platform will offer resources to high-quality products, automatically tagging them as "bestsellers" or "potential products" based on historical data, thus enhancing their visibility across key channels [1]. - The platform has allocated 13.5 billion yuan in commission-free funds to support merchants, with additional features like low-price flash sales to drive sales [4]. Group 2: Search and Interaction Enhancements - The search growth strategies have been upgraded to include real-time feedback and incentives, allowing all merchants to participate in exposure incentives based on their submitted keywords [7]. - User interaction features have expanded to include various search scenarios, supporting more marketing forms for merchants [8]. Group 3: Content Engagement - The competition for e-commerce content is intensifying, with a focus on high-quality content as a key growth driver [13]. - Initiatives like "Super Value Team" and live streaming competitions for small to medium-sized creators are designed to boost engagement and sales [16][19]. Group 4: Merchant Incentives - The "Big Brand Discounts" initiative aims to leverage price advantages for merchants during the 618 festival, with a focus on tiered support based on GMV [22][23]. - The upgraded "Festival Alliance Plan" will provide additional resources and benefits to participating merchants, including 3.3 billion yuan in festival coins for various rewards [25]. Group 5: Advertising and Promotion - The advertising strategy for the 618 festival includes four major enhancements aimed at increasing traffic, providing benefits, and improving service [28]. - Merchants can receive up to 15% incremental rewards and 30,000 yuan in promotional red envelopes, along with enhanced AI services for marketing support [28]. Conclusion - The 618 shopping festival is anticipated to drive significant business growth for merchants on the Douyin E-commerce platform, with comprehensive strategies across various domains [31].

Group 1: Core Insights - Tmall's "6·18" sales event has been advanced to start on May 13, with the main sales period from May 16 to May 26, extending the event duration to over a month compared to last year [1][2] - The promotional strategy has been simplified, eliminating complex rules like "spend X get Y off," and introducing a single "official discount" method with discounts starting at 15% and going up to 50% [2][3] - Consumer protection measures have been enhanced, including a price guarantee from the time of payment until July 5, preventing price hikes before discounts [2][3] Group 2: Merchant Side Changes - Merchants can now register products for the event without needing to sign up individually, as the platform will recommend products based on store data [3] - The event will feature two waves of product sales, allowing merchants to adjust their offerings between waves while maintaining the same pricing and promotional strategies [3] - New features like "sold-out add-to-cart" will help merchants manage inventory better, allowing consumers to receive notifications when out-of-stock items are replenished [3] Group 3: Competitive Landscape - Competition among e-commerce platforms is intensifying, with JD.com also announcing its "6·18" event starting on May 31, indicating a trend of early promotions [4][5] - Tmall has partnered with Xiaohongshu to enhance brand exposure and streamline the purchasing process from social media to e-commerce [6] - The collaboration with Xiaohongshu is part of a broader strategy to enhance overall operational efficiency and reach, having already established partnerships with over 200 internet platforms [6] Group 4: Marketing and Support Initiatives - Alibaba's marketing arm, Alimama, has introduced a "support for new and excellent" strategy, including a 3 billion yuan subsidy to assist merchants during the event [6][7] - AI-driven marketing tools have shown significant effectiveness, with a reported 16% increase in ROI and a 65% improvement in click-through rates for merchants utilizing AI capabilities [7]

今年"6·18"战线拉得更长。5月8日，根据平台公告，淘天与京东均会在5月13日晚8点抢跑大促，较之去年，"6·18"时间覆盖范围首次提前至5月中旬。不仅如 此，今年电商企业纷纷拉拢站外流量，小红书笔记能跳转至淘宝、京东和拼多多，连超市明星胖东来也有意和平台更亲密。当"6·18"来到第22年，到底该如 何提振流量，电商企业也在寻找出路。 大促时间拉长 "6·18"大促越来越近。根据天猫的规划，在节奏上，"6·18"第一波抢先购将于5月13日晚8点开启预售，尾款支付及现货抢购时间为5月16日晚8点至5月26日晚 12点。而京东将在5月13日晚8点启动心动购物季，5月31日晚8点正式启幕"6·18"。 类似于去年"双11"，今年"6·18"也是"超长待机"。据了解，2024年天猫大促的第一波现货售卖时间为5月20日晚8点，而京东为5月31日晚8点进入开门红售卖 现货。为了争抢用户，彼时两大平台均取消了预售。 相比之下，今年"6·18"抢跑提前至5月中旬，不少用户对此调侃称"6·18"应该叫"5·18"。 淘天则是简化了优惠措施，今年天猫只设了一个官方玩法——官方立减，基础优惠8.5折起，最高立减可达50%。此外， ...

Core Insights - Tmall's 618 shopping festival has been advanced to start pre-sales on May 13, with payment and stock purchase from May 16 to May 26, emphasizing a simpler shopping experience for consumers [1][2] Group 1: Consumer Benefits - The promotional strategy includes official discounts starting at 15% and going up to 50%, with direct discounts applicable on single items, making savings more straightforward for consumers [1][2] - A price protection mechanism has been established to prevent price inflation, with a price guarantee period extending from payment until July 5 [2] Group 2: Merchant Support - Merchants can participate in the event more easily, as they only need to register their products instead of the entire store, with the platform providing intelligent recommendations for product listings [2] - The event will feature two waves of stock sales, allowing merchants to combine their participation in both waves and adjust their offerings as needed [2] Group 3: New Features and Collaborations - A new "sold-out add-to-cart" feature has been introduced, allowing consumers to receive restock notifications for high-demand items, while merchants can extend shipping times based on demand [3] - Tmall has increased support for merchants by investing 2 billion in live streaming promotions and forming a strategic partnership with Xiaohongshu to enhance brand visibility and sales through integrated advertising [3]

4. 内容与货品规划：内容策划上，通过定制专栏，每晚固定时段讲解推广产品、设置趣味问答环节。货品规划方面，针对不同产品系列进行合理铺货，如沙 漠有机、有机、梦幻盖、钻包+苗条装等。同时推出电商定制装和周边，如《向往的生活》桃花源定制包装、国民兄妹宣发定制装等，还设置BIG DAY专属 买赠活动。 今天分享的是：有机牛奶品牌大牌闪购整合营销案【乳品饮品】【电商大促】 报告共计：31页 本文围绕特仑苏大牌闪购整合方案展开，涵盖品牌概况、消费者洞察、营销背景、策略及执行等内容，旨在提升品牌影响力与产品销量。 1. 品牌与消费者分析：特仑苏作为中国高端牛奶领导品牌，开创品类并不断升级品质。消费主力为80、90后都市"年轻新贵"，多生活在一二线城市，经济独 立，追求品质生活，以中低消费水平人群为主，"她"经济对品牌消费有带动作用。 2. 营销背景与理念：特仑苏自2019年起冠名《向往的生活》，节目收视率、播放量、话题讨论度高，与品牌理念契合。基于此，特仑苏以"更好热爱 更好生 活"为传播主题，秉持"不负生活中的每一份热爱"理念开展营销。 3. 营销策略与执行：借助反emo文化与品牌"更好"理念的一致性，联合京东平台，开 ...