从极具创意营销爆点开始，发展为联动品牌和消费者的一场持 续多日的消费狂欢节 ， " 618 " 不仅是京东集团多业务协同 的年度 " 阅兵台 " ， 还演变成为外界观察这一巨头战略定力 与创新变化的最佳窗口。 作者：钱方 封图：图片资料室 当 2025 年京东 " 618 " 的战绩定格在整体订单量超 22 亿单 ， 下单用户数同比增超 100% ，—— 多元业态同频共振带动百万线下门店订单强劲增长 。 行业又一次感受到京东二十年磨一剑的供应 链能力 ， 在数字零售新战局下的爆发。 " 618 " 关键日的前夜 ， 京东集团创始人、京东集团董事局主席刘强东道出了自己创业至今 ， 支 撑京东一路走来的关键 ： 体验、成本、效率。用自营模式构建起用户的信任高墙 ， 用 " 三毛五 理论 " 的长期主义对抗利润诱惑 ， 用自建物流重新定义电商配送效率...... 刘强东早早洞察了零售的本质 ， " 跟供应链无关的事情 ， 我从来不干。 " 可以看到 ， 京东集团 每隔三年创新一个商业模式 ， 开出一家新公司 ， 从京东物流到京东金融、京东工业、京东健 康、京东产发等 ， " 所有业务 100% 是围绕着供应链展开的 ...

在多类商品热销和年轻消费者"带量"的驱动下，即时零售成为本地零售行业最大的生意增量。"618"期 间，平台活跃本地商户达近百万家，全国164个城市的1574个本地商圈成交额同比增长1倍以上，商圈内 数十万本地商家生意快速增长。 即时零售模式兴起，正大力激发本地零售生态和本地实体经济活力，近百万本地商业实体门店迎来"最 热618"。6月19日，美团闪购公布"618"消费数据，5月27日至6月18日，超过1亿用户在平台下单，带动 整体成交额创下新高，60余类商品成交额增长翻倍，下单用户的人均消费金额增长近40%。 其中，手机、白酒、奶粉、大小家电等20余类高单价的"大件"商品整体成交额增长两倍。具体来看，手 机成交额翻倍，小家电成交额增长近2倍，白酒成交额增长超10倍，智能设备成交额增长超6倍，大家电 成交额增长超11倍，珠宝首饰成交额增长近5倍，运动鞋服成交额增长超2倍。共有近850个零售品牌成 交额翻倍增长。 今年"618"期间，"95后"和"00后"仍然是消费"主力军"，平台下单用户数超过1亿人。商品随叫随到，成 为吸引用户的重要因素之一。平台数据显示，白酒等高价值商品的平均配送时效为28分钟，70%的订单 ...

6月，"东方爱情果"广东荔枝已成为明星消费单品。美团数据显示，本月以来该平台"荔枝"搜索量同比 增长179%，"荔枝王""桂味""妃子笑"等同比增长超200%。 美团相关负责人表示，将充分发挥平台优势，以覆盖全国的即时配送网络帮助广东荔枝建立直达消费者 的数字化通道，为全国消费者提供优质新鲜的岭南美味，继续助力农产品上行，为乡村振兴贡献平台力 量。 此外，博罗县泰美镇龙记种养专业合作社等果园、果场成为美团产地直采基地，定向为美团各地用户提 供优质荔枝。该合作社负责人陈龙兴说："希望全国都能吃到最新鲜的广东荔枝。" 据介绍，荔枝从直采基地由荔农采摘装车后即刻进行预冷处理，并在全国仓配网络分装、锁鲜后抵达全 国站点，减少周转环节，最后由美团"30分钟送达"的即时配送体系，全程冷链配送至消费者家中。 与此同时，中荔集团等不少荔枝外贸企业也在积极应对外部环境变化带来的挑战。据黎焯锋介绍，集团 过往出口市场包括美国、欧洲、东南亚等地区。面对当前复杂多变的国际形势，集团正在积极调整业务 模式。 荔枝时令性极强。如何锁住第一口鲜、延长夏日甜蜜？6月18日，由广东省"百县千镇万村高质量发展工 程"指挥办、广东省农业农村厅等部 ...

Core Insights - The "6·18" shopping festival has seen record-breaking performances from platforms like JD.com and Tmall, as well as brands such as Xiaomi and Haier, highlighting the necessity of evolving promotional strategies to maintain competitiveness and consumer engagement [1][2] Group 1: Promotional Strategies - Tmall has simplified its promotional rules by replacing the long-standing "full reduction" with a clearer "official reduction" [2] - Douyin's e-commerce promotions have shifted to "instant discounts" and "direct price cuts," making it easier for consumers to understand offers [2] - JD.com has integrated national subsidies and exclusive platform prices, enhancing consumer decision-making during the festival [2] Group 2: Consumer Behavior - The simplification of rules has led to more rational consumer behavior, allowing for a better shopping experience without the complexity of discount calculations [2] - Influencers like Li Jiaqi and Viya have participated in a more rational manner, focusing on guiding consumers rather than aggressive selling tactics [2] - The rise of digital influencers in live streaming has shifted the focus from traditional celebrity endorsements to more cost-effective digital solutions, resulting in higher transaction volumes and profits [2][3] Group 3: Market Trends - The introduction of state subsidies for trade-in programs has stimulated high-value purchases, evidenced by a surge in sales of smartphones priced between 4,000 to 6,000 yuan and large-screen TVs [3] - The competition in logistics efficiency has transformed the market landscape, with a focus on "instant fulfillment" and "cost control" to meet consumer demands [3] - The evolution of e-commerce promotions indicates a shift towards continuous transformation, suggesting that major shopping events like "6·18" and "Double 11" will not remain static [3]

Group 1 - The 618 shopping festival this year saw record-breaking sales, with JD.com achieving over 2.2 billion orders and Tmall reporting 453 brands exceeding 100 million in sales [1][2] - The national subsidy program significantly boosted sales in the home appliance and 3C digital sectors, with total transaction value for participating categories increasing by 116% compared to last year's Double 11 [2][12] - Jiangsu province ranked second in national purchasing power during the 618 event, with notable growth in digital cameras, 3D printing equipment, and trendy blind box products, which saw increases of 495%, 371%, and 249% respectively [6][7] Group 2 - JD.com reported substantial growth in mobile communication and home appliance sales, with increases of 88% and 161% year-on-year, respectively [3] - Pinduoduo's ongoing promotion, supported by a "100 billion subsidy" plan, has led to record sales across various categories, particularly in fresh produce, mobile phones, and home appliances [2][8] - Instant retail is expanding beyond food delivery, with significant growth in high-value categories such as electronics and beauty products, as evidenced by JD's delivery service reaching over 25 million daily orders during the festival [9]

Core Insights - The article highlights the significant growth of JD's app DAU and the introduction of JD's new business model in the food delivery sector, marking a strategic shift towards instant retail [1][9] - JD's launch of the "Seven Fresh Food MALL" in Harbin represents a new approach to integrating quality dining with food delivery services, aiming to enhance customer experience and operational efficiency [3][6] Group 1: Business Developments - JD's app achieved record daily active users (DAU) and over 2.2 billion orders during the recent "618" shopping festival, indicating strong consumer engagement [1] - The introduction of "JD Travel" and the "Seven Fresh Food MALL" signifies JD's commitment to expanding its local lifestyle services [1][3] - The "Seven Fresh Food MALL" is positioned as a unique dining infrastructure that combines quality dining with delivery services, aiming to elevate the overall dining experience [6][7] Group 2: Strategic Goals - JD's CEO, Xu Ran, emphasized that the new food delivery model is part of a broader strategy to enhance the quality of dining and delivery services, addressing consumer demands for better food options [3][7] - The integration of online and offline services through the "Seven Fresh Food MALL" allows customers to order from multiple vendors in one delivery, enhancing convenience [8][12] - JD aims to leverage its supply chain and logistics capabilities to improve food safety and customer satisfaction in the food delivery market [9][12] Group 3: Market Positioning - JD's food delivery service has seen rapid growth, with daily order volumes reaching 25 million within three months of launch, showcasing its competitive positioning in the market [9][11] - The company is focusing on cross-category purchasing behaviors, with high-frequency delivery users showing a 67% monthly repurchase rate in JD Supermarket [11][12] - JD's strategy includes utilizing its existing logistics infrastructure to reduce costs and improve service efficiency in the food delivery sector [12][13]

Core Insights - The 2025 "6·18" shopping festival showcased strong consumer enthusiasm and market vitality, with platforms and merchants achieving record results despite a lack of explosive growth [1][2][3] - This year, platforms shifted focus from "lowest prices" to diverse promotional strategies, enhancing the shopping experience and optimizing the supply chain for mutual benefits between merchants and consumers [1][5] Performance Metrics - JD's "6·18" saw over 2.2 billion orders, with significant growth in 3C and home appliance categories, and a 285% increase in live-streaming sales [2][3] - Tmall reported a record number of active users, with 453 brands achieving over 100 million yuan in sales, a 24% increase year-on-year [2][4] Consumer Engagement - User participation surged, with JD's order numbers increasing by over 100% and Tmall experiencing double-digit growth in purchasing users [3][4] - High-net-worth 88VIP members exceeded 50 million, and brand membership grew by 15%, indicating a strong consumer upgrade trend [3] Category Performance - The 3C and home appliance sectors saw explosive growth, with mobile phone sales up 88% and home appliances up 161% year-on-year [3][4] - Instant retail emerged as a new growth engine, with JD's instant delivery service achieving over 25 million daily orders shortly after its launch [8][9] Strategic Shifts - Platforms are focusing on efficiency rather than price wars, with Tmall adjusting its traffic distribution to favor quality over low prices [5][7] - AI technology played a crucial role in enhancing operational efficiency, with a 130% increase in AI model usage during the event [7] Market Trends - Instant retail is projected to grow significantly, with the market expected to exceed 2 trillion yuan by 2030, driven by changing consumer habits [8][9] - The 2025 "6·18" event not only continued the growth trend but also explored new paths for sustainable development in the e-commerce sector [9]

618 作为老牌的年中购物节，今年可以算是超常待机（5月13日就开始了），并在京东、天猫等平台交出了亮眼的答卷：京东订单用户翻倍、总订单量超22 亿，天猫453个品牌销售额破亿创新高……然而，光鲜数据背后难掩消费者兴奋度下滑的隐忧。 分析师表示，虽然延长销售期可能有助于今年618期的整体销售额增长，但更长的节日和电子商务平台的全年折扣抑制了对此类活动的兴奋。 幸而，两大新引擎为本次618"续命"——国家补贴（国补）切实降低了3C家电购买门槛，刺激了需求；而"即时零售"的爆发，则满足了当下消费者对"便捷生 活的极致追求，带来了新增量。 "国补"提气 今年，国家延续并扩围消费品以旧换新政策，覆盖品类从家电延伸至手机、平板、智能手表等3C数码产品，单件补贴比例最高达20%，并通过电商平台实现 快速落地。京东、淘宝、抖音等平台成为政策主要承接方。 其中，特别是针对家电、电子产品的国补政策，直接降低了消费者购买这些商品的实际支付价格。有效地刺激了需求，拉动了市场。 5月13日，京东集团发布了2025年第一季度业绩，该季度总营收3011亿元人民币，超过了2894.4亿元的市场预期，同比增长15.8%，而去年同期增速为7% ...

6月19日，根据星图数据2025年"618"全网销售数据解读报告显示，2025年"618"购物节综合电商销售总 额为8556亿元，同比增长15.2%。即时零售销售额达296亿元，同比增长18.7%；美团、京东、淘宝在即 时零售市场的发力，也标志着"618"大促已从传统电商平台的竞争，全面升级为覆盖全渠道的角逐。(新 浪财经) ...

Core Insights - The 2025 618 event marks a pivotal transformation in China's consumer market, with a fundamental shift in the strategic focus of e-commerce giants [1][16] - JD.com has significantly integrated its new food delivery service into the 618 event, showcasing a robust growth in various sectors [2][3] Group 1: E-commerce Growth and Strategy - JD.com reported over 22 billion orders during the 618 event, with a user count increase of over 100% year-on-year, leading the industry [7] - The introduction of 12,000 full-time delivery riders has enhanced JD.com's service capabilities, contributing to a daily order volume exceeding 25 million [2][5] - The collaboration between JD's retail and delivery services has resulted in a substantial increase in new PLUS member registrations and higher repurchase rates among members [2][3] Group 2: Consumer Behavior and Market Trends - There is a notable increase in consumer spending in lower-tier cities, with order volume in rural areas growing over 130% year-on-year [10] - The shift in consumer mindset towards convenience has led to a new standard in retail efficiency, where time cost is becoming a critical factor in purchasing decisions [4][17] - The rise of domestic brands is evident, with over 70% of the top 100 brands during the 618 event being Chinese, reflecting a growing preference for local products [14] Group 3: Product Categories and Sales Performance - Key product categories such as mobile phones, home appliances, and food items saw significant sales growth, with mobile phone sales in the 4000-6000 price range increasing by 50% [8] - AI-related products experienced a surge, with AI notebook sales rising by 151%, indicating a trend towards technology-driven consumer goods [8][9] - JD's health services have also seen a transformation, with AI-driven healthcare solutions serving over 50 million users [9] Group 4: Changes in Marketing and Sales Approaches - The era of super influencers is waning, with platforms shifting focus towards supporting industrial brands and local products [11][15] - JD.com has initiated various subsidy programs, leading to unprecedented sales boosts across multiple categories, including a 285% increase in live-streaming sales [7][8] - The introduction of innovative marketing strategies, such as 3D advertising and interactive shopping experiences, is reshaping consumer engagement [9] Group 5: Future Outlook and Expansion - JD.com plans to expand into the travel sector, indicating a strategic diversification of its service offerings [18] - The company anticipates a record increase in employee numbers by 2025, with an expected addition of 900,000 employees [4]